(1) The document discusses how social media impacts and is impacted by relationships. It examines different types of relationships like friendships, family, professional, and consumer relationships.
(2) Social media enables new online relationships by overcoming limitations of offline relationships, and can substitute or complement existing offline relationships. It impacts relationship formation, maintenance, and dissolution.
(3) The use and effects of social media depend on the relationship type and phase. It facilitates relationship formation through reduced proximity barriers but can introduce conflicts in long-distance relationships. Social media also redefines what constitutes a relationship.
How does social media affect your mental health? What is happening, how does it affect you and what are some things you can do to combat common issues.
For Ryerson University's Mental Well Being Week 2014.
A presentation for my social media class at the University of Nebraska-Omaha on the topic of polarization on social media, and the effects of echo chambers on online political discussions
Social Media– Impact on Human Behavior and SocietyGauri Joshi
Nandini Chopra BVJMM 1st Semester of #JIMSVKII has shared about Social Media and its Impact on Human Behavior and Society.
For More Query Call us on 09990474829, 011 61199191
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How does social media affect your mental health? What is happening, how does it affect you and what are some things you can do to combat common issues.
For Ryerson University's Mental Well Being Week 2014.
A presentation for my social media class at the University of Nebraska-Omaha on the topic of polarization on social media, and the effects of echo chambers on online political discussions
Social Media– Impact on Human Behavior and SocietyGauri Joshi
Nandini Chopra BVJMM 1st Semester of #JIMSVKII has shared about Social Media and its Impact on Human Behavior and Society.
For More Query Call us on 09990474829, 011 61199191
Visit us at https://www.jimssouthdelhi.com/
Follow us on:
Facebook: https://www.facebook.com/JIMSVASANTKUNJII/
Twitter: https://twitter.com/jimsljptweets
Instagram : : https://www.instagram.com/jims_vk2/?hl=en
YouTube : https://www.youtube.com/channel/UCZgioa2rpculDY7bHlljD6g
Blog: https://jimssouthdelhi.com/blog/
Linked In: https://www.linkedin.com/in/jims-vasant-kunj-38785a85/
Social media and its Impacts on societyUrwa Shanza
Social Media has become an important part of our lives.Due to its ease of use it became popular in very short span of span.Although it gives a lot of benefits but its negative use can destroy the life of a person.he can be disturbed mentally or physically.Be sure,you are using social media for creative purpose.
Effects of social media on youth
Effects of social media on youth
Effects of social media on youthEffects of social media on youthEffects of social media on youthEffects of social media on youth
The Power Point Presentation is all about the impact of Social media ON youth and teenager as well it includes all the top social media platforms with statistical data and facts.
Effects of Social Media on Young AdultsRatan Rajpal
Social media has taken the world by storm through dozens of websites, mobile apps, and other forms of technologies improving the way people communicate with each other. There are social media sites that have millions of members allowing them to share photos, videos, text messages, and more on a regular basis. There are a large number of advantages and disadvantages to using such sites that leave researchers wondering if we are better off without it. Has social media improved or damaged the way people connect with each other?
"Addiction To Social Media" is a powerpoint slide that makes for me to my university presentation contest. & I share to you, by this you will help from it.About 1 week need to make this.Thank yopu all.
In this presentation, you will see how Social media impacts one's life and the advantages and disadvantages as well. It is an animated presentation so It will be very eye-catching. This presentation also contains lots of images to attract a person's attention.
with Melissa Morgan (www.ememdesign.com)
An introduction to gauging the impact of social-media on society in this media saturated, hyper-networked, über-techie, digitally innovative world.
The findings of this research study (purchase on Amazon.com) examines the impact social media has on consumers and decision-makers around the world and characterizes the impact of social influence models. The Social Mind research explores the best practices of using social business as a platform to strengthen sustainable methods for working and living in new, interactive and collaborative business world. It identifies key characteristics and insights into the engagement behaviors of influencers and individuals, and how organizations can maximize reach and influence to execute on what we call the new Principals of Engagement in the Millennium.
Social business is dynamically changing the face of human interaction and communications globally. The emergence of new social behaviors and interrelationships between individuals, organizations, thought leaders and influencers are evolving in new and previously unforeseen ways primarily because of social media networks and peer groups.
A disruption is in the making, but this time, human behavior is the driver, not technology. People want and need to get the information they need at the time they desire it, especially from those they consider to be experts. We are returning to the “apple cart” of yesteryear. However, this time around we are armed with digital devices to extend our global ability to talk with the companies and people who inform our decisions.
This paradigm shift is a major communications innovation in all markets, which is radically changing the way people and organizations engage and behave online. There is also a strong link between social networking and what might be called “a new global anthropology” that is developing because of these new behaviors, interactions and interrelationships between cultures enabled through social business.
Over the past three years Vanessa DiMauro, Peter Auditore and myself, all Society for New Communications Research fellows, have embarked on a series of research studies to understand this new and evolving business platform and its impact on social communications and influence.
Social media and its Impacts on societyUrwa Shanza
Social Media has become an important part of our lives.Due to its ease of use it became popular in very short span of span.Although it gives a lot of benefits but its negative use can destroy the life of a person.he can be disturbed mentally or physically.Be sure,you are using social media for creative purpose.
Effects of social media on youth
Effects of social media on youth
Effects of social media on youthEffects of social media on youthEffects of social media on youthEffects of social media on youth
The Power Point Presentation is all about the impact of Social media ON youth and teenager as well it includes all the top social media platforms with statistical data and facts.
Effects of Social Media on Young AdultsRatan Rajpal
Social media has taken the world by storm through dozens of websites, mobile apps, and other forms of technologies improving the way people communicate with each other. There are social media sites that have millions of members allowing them to share photos, videos, text messages, and more on a regular basis. There are a large number of advantages and disadvantages to using such sites that leave researchers wondering if we are better off without it. Has social media improved or damaged the way people connect with each other?
"Addiction To Social Media" is a powerpoint slide that makes for me to my university presentation contest. & I share to you, by this you will help from it.About 1 week need to make this.Thank yopu all.
In this presentation, you will see how Social media impacts one's life and the advantages and disadvantages as well. It is an animated presentation so It will be very eye-catching. This presentation also contains lots of images to attract a person's attention.
with Melissa Morgan (www.ememdesign.com)
An introduction to gauging the impact of social-media on society in this media saturated, hyper-networked, über-techie, digitally innovative world.
The findings of this research study (purchase on Amazon.com) examines the impact social media has on consumers and decision-makers around the world and characterizes the impact of social influence models. The Social Mind research explores the best practices of using social business as a platform to strengthen sustainable methods for working and living in new, interactive and collaborative business world. It identifies key characteristics and insights into the engagement behaviors of influencers and individuals, and how organizations can maximize reach and influence to execute on what we call the new Principals of Engagement in the Millennium.
Social business is dynamically changing the face of human interaction and communications globally. The emergence of new social behaviors and interrelationships between individuals, organizations, thought leaders and influencers are evolving in new and previously unforeseen ways primarily because of social media networks and peer groups.
A disruption is in the making, but this time, human behavior is the driver, not technology. People want and need to get the information they need at the time they desire it, especially from those they consider to be experts. We are returning to the “apple cart” of yesteryear. However, this time around we are armed with digital devices to extend our global ability to talk with the companies and people who inform our decisions.
This paradigm shift is a major communications innovation in all markets, which is radically changing the way people and organizations engage and behave online. There is also a strong link between social networking and what might be called “a new global anthropology” that is developing because of these new behaviors, interactions and interrelationships between cultures enabled through social business.
Over the past three years Vanessa DiMauro, Peter Auditore and myself, all Society for New Communications Research fellows, have embarked on a series of research studies to understand this new and evolving business platform and its impact on social communications and influence.
Survey paper: Social Networking and its impact on Youth, Culture, Communicati...Imesha Perera
Social Networking and its impact on Youth, Culture, Communication and Behavior
-----------------------------------------------------------------
In this survey paper, I concluded six research projects on Social Networking and its impact. The Social Networking has become increasingly popular components of our everyday lives in today’s globalized society. They provide a context where people across the world can communicate, exchange messages, share knowledge, and interact with each other seamlessly.
Not a complete work of mine. This is just a survey done by me as a fulfillment of my In course assessment. All the references had been cited.
International Journal of Humanities and Social Science Invention (IJHSSI) is an international journal intended for professionals and researchers in all fields of Humanities and Social Science. IJHSSI publishes research articles and reviews within the whole field Humanities and Social Science, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
The Implementation of Social Media for Educational Objectivestheijes
The International Journal of Engineering & Science is aimed at providing a platform for researchers, engineers, scientists, or educators to publish their original research results, to exchange new ideas, to disseminate information in innovative designs, engineering experiences and technological skills. It is also the Journal's objective to promote engineering and technology education. All papers submitted to the Journal will be blind peer-reviewed. Only original articles will be published.
The papers for publication in The International Journal of Engineering& Science are selected through rigorous peer reviews to ensure originality, timeliness, relevance, and readability.
Theoretical work submitted to the Journal should be original in its motivation or modeling structure. Empirical analysis should be based on a theoretical framework and should be capable of replication. It is expected that all materials required for replication (including computer programs and data sets) should be available upon request to the authors.
The International Journal of Engineering & Science would take much care in making your article published without much delay with your kind cooperation
The Impacts of Social Networking and Its AnalysisIJMER
International Journal of Modern Engineering Research (IJMER) is Peer reviewed, online Journal. It serves as an international archival forum of scholarly research related to engineering and science education.
International Journal of Modern Engineering Research (IJMER) covers all the fields of engineering and science: Electrical Engineering, Mechanical Engineering, Civil Engineering, Chemical Engineering, Computer Engineering, Agricultural Engineering, Aerospace Engineering, Thermodynamics, Structural Engineering, Control Engineering, Robotics, Mechatronics, Fluid Mechanics, Nanotechnology, Simulators, Web-based Learning, Remote Laboratories, Engineering Design Methods, Education Research, Students' Satisfaction and Motivation, Global Projects, and Assessment…. And many more.
The Evolution of SEO: Insights from a Leading Digital Marketing AgencyDigital Marketing Lab
Explore the latest trends in Search Engine Optimization (SEO) and discover how modern practices are transforming business visibility. This document delves into the shift from keyword optimization to user intent, highlighting key trends such as voice search optimization, artificial intelligence, mobile-first indexing, and the importance of E-A-T principles. Enhance your online presence with expert insights from Digital Marketing Lab, your partner in maximizing SEO performance.
Surat Digital Marketing School is created to offer a complete course that is specifically designed as per the current industry trends. Years of experience has helped us identify and understand the graduate-employee skills gap in the industry. At our school, we keep up with the pace of the industry and impart a holistic education that encompasses all the latest concepts of the Digital world so that our graduates can effortlessly integrate into the assigned roles.
This is the place where you become a Digital Marketing Expert.
Your LinkedIn Success Starts Here.......SocioCosmos
In order to make a lasting impression on your sector, SocioCosmos provides customized solutions to improve your LinkedIn profile.
https://www.sociocosmos.com/product-category/linkedin/
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
EASY TUTORIAL OF HOW TO USE G-TEAMS BY: FEBLESS HERNANEFebless Hernane
Using Google Teams (G-Teams) is simple. Start by opening the Google Teams app on your phone or visiting the G-Teams website on your computer. Sign in with your Google account. To join a meeting, click on the link shared by the organizer or enter the meeting code in the "Join a Meeting" section. To start a meeting, click on "New Meeting" and share the link with others. You can use the chat feature to send messages and the video button to turn your camera on or off. G-Teams makes it easy to connect and collaborate with others!
Project Serenity is an innovative initiative aimed at transforming urban environments into sustainable, self-sufficient communities. By integrating green architecture, renewable energy, smart technology, sustainable transportation, and urban farming, Project Serenity seeks to minimize the ecological footprint of cities while enhancing residents' quality of life. Key components include energy-efficient buildings, IoT-enabled resource management, electric and autonomous transportation options, green spaces, and robust waste management systems. Emphasizing community engagement and social equity, Project Serenity aspires to serve as a global model for creating eco-friendly, livable urban spaces that harmonize modern conveniences with environmental stewardship.
Your Path to YouTube Stardom Starts HereSocioCosmos
Skyrocket your YouTube presence with Sociocosmos' proven methods. Gain real engagement and build a loyal audience. Join us now.
https://www.sociocosmos.com/product-category/youtube/
Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.
This tutorial presentation offers a beginner-friendly guide to using THREADS, Instagram's messaging app. It covers the basics of account setup, privacy settings, and explores the core features such as close friends lists, photo and video sharing, creative tools, and status updates. With practical tips and instructions, this tutorial will empower you to use THREADS effectively and stay connected with your close friends on Instagram in a private and engaging way.
1. The International Encyclopedia of Digital
Communication and Society
Edited by
Peng Hwa Ang (Nanyang Technological University, Singapore)
Robin Mansell (London School of Economics and Political Science)
Chapter:
Social Media and Relationships
Brian S. Butler
University of Maryland
bsbutler@umd.edu
Sabine Matook
University of Queensland
s.matook@business.uq.edu.au
2. Social Media - embedded in our day-to-day relationships
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Butler and Matook (2014): Social Media
and Relationships
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3. Definition of Social Media
• Social media are a collection of technologies and applications that
allow individuals to communicate, exchange information, and share
digital artifacts (e.g., photos and videos) with one another, often in
the context of larger groups, communities, or networks.
• Examples: wikis, micro and normal blogs, online
social networks (OSN) for personal and professional
use, virtual worlds, community and crowdsourcing
platforms.
• Characteristics:
– stand-alone or incorporated into larger multipurpose platforms
– can operate entirely within a single organization
– can support interaction and sharing across organizations and outside
any organizational context
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4. Importance of Relationships in Social Media
Systems
• All social media systems affect and are affected by the
relationships of their users
• Social media systems support:
1. explicit interactions based on the exchange of discrete
messages
2. indirect interaction through the construction and
discussion of shared artifacts
• Interactions are within different relationships:
friendships, family/kin relationships, work relationships,
acquaintance relationships, collaborations
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5. Online and Offline Relationships and
Social Media
• Social media enabled online relationships:
relationships in which individuals interact entirely
through computer-mediated communications
• Offline relationships: relationships in which
interactions between individuals occur through
traditional media (e.g., telephone or face-to-face
conversation)
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6. Relation between online and offline
relationships
(1) social media systems enable new relationships by
overcoming the limitations of offline relationships
(2) social media systems enable online relationships
that substitute for offline relationships
(3) social media systems enable online relationships
that complement offline relationships
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7. (1) Online Relationships as New Opportunities
• Social media systems enable relationships that otherwise
would be impossible
• Social media systems bridge geographic, political, and
social boundaries
• People can ―meet‖, befriend,
and work with others across
time zones and continents
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8. Examples for New Opportunities through
Online Relationships
1. Political activities in the Middle East during the Arab
Spring in 2012
2. Individuals with rare medical conditions can receive
health-related information and support from one another
3. Individuals living in geographically isolated communities
(e.g., Australian outback) can learn and collaborate
remotely
4. Employees in multi-national firms can develop
relationships they need to find and use expertise within
the larger organization
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9. (2) Online Relationships as Substitutes
• Negative impacts of online relationships for offline
relationships
• Social media systems increase the homogeneity of
relationships
• Difference in quality between online – offline relationships
• Social media systems introduce conflict and
misunderstandings in long-distance relationships and
collaborations
• Online relationships can be insufficient
if physical touch or intensive
persuasion is necessary
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10. (3) Online Relationships as Complements
• Social media systems complement online and offline
relationships
• Social media systems facilitate larger and more diverse
social networks
• Greater use of social networking sites and larger online
social networks more social ties and higher levels of
social interaction offline
• Social media systems support
the ―rich-get-richer‖ phenomenon
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11. Question the distinction between online and
offline relationships
• Distinction between online and offline relationships has become
problematic for theory and practice
WHY?
• Number and diversity of relationships supported and affected by
social media systems has grown
• Media convergence, emergence of mobile technologies,
availability of social media systems have reduced the barriers
between online and offline relationships
• Smooth transitions between online and offline media (phone,
tweets, texts, pokes, shares, likes, chats, and emails) to setup
meetings, arrange dates, continue conversations
• Simultaneous offline and online interactions using social media
systems with people who are physically co-present
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12. Social Media and Types of Relationships
• Social media systems support communication, information
exchange, sharing of digital artifacts in different
relationships
• Affordances of social media systems appropriate the
technology:
– to create profiles,
– exchange information,
– make associations,
– see the ties that others have created and maintain.
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13. Social Media and Types of Relationships
• Use and impact of social media system‘s capabilities on
relationships depends on the (1) objectives, (2) expectations,
and (3) nature of each type of relationship
• Social media systems redefine relationship:
– Facebook allows users to be identify as ―friends‖
– LinkedIn identifies others as ―classmates‖ or ―colleagues‖
– Twitter users become and acquire ―followers‖
• Development of alternative relationship types with their own
expectations, norms, and structures (i.e. real friends vs.
―Facebook friends‖)
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14. Friendships
• Exists among people of all ages, cultures, and social contexts
• Voluntary, bidirectional, and reciprocal relationships in which
partners respond to each other personally to show communal
caring
• Vary in intensity and closeness (measure of relationship strength)
• Types: acquaintances, casual friends, and close friends
• Provide attachment, companionship, help, and emotional support
• Friendships provide a variety of benefits:
–
–
–
–
–
ego support,
self-affirmation,
security,
utility, and
stimulation.
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15. Friendships and Social Media
• Social media systems‘ affordances enable creation and maintenance
of friendship relationships:
–
–
–
–
Creation of rich personal profiles
Identification of relationship partners
Interactions with one another
Traverse relational links in a variety of ways
• Social media systems support reciprocity:
– Facebook: recognition of a relationship through explicit acknowledgement
by both relationship partners
– Twitter: mutual acknowledgement not required
• Sharing of messages, images, information leads to reciprocal action
• Repeated reciprocity results in friendships to be maintained and
become closer over time
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16. Friendships and Social Media
• Friendships in social media systems are equal in power and
status
• Friends of same status cannot impose demands
• Out-of-balance friendships lead to changes in behavior
(e.g., decreased levels of self-disclosure, dissolution of the
friendship)
• Hybrid form of friendships more common compared to
pure online and offline relationships
• Portfolio of friendships to satisfy different social needs
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17. Kinship Relationships
• Kinship relationships: relationships of individuals with
members of their family by virtue of birth, marriage, or
adoption
• Kinship relationships are often not voluntary or reciprocal
• Kinship relationships are subject to status differences, social
norms, and expectations on each other
• Kinship relationships are enacted through
exchanges and interactions
• Kinship relationships vary in closeness,
strength, and importance
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18. Romantic Kinship Relationships and
Social Media
• Social media systems have distinct
effects on kinship and family relationships
• In cases of marriage, dating, and other romantic
relationships
social media systems play an increasingly significant role
• Individuals discover, evaluate, and interact with potential
partners (boy/ girlfriend; husband/wife) formally through
social media services and informally through their social
contacts
• Social media systems‘ affordances enable:
1) Formation of long-term kinship relationships
2) Impression management on online dating sites
3) Opportunities for deceptive self-presentation
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19. Benefits for Kinship Relationships from
Social Media
• Family members use photo sharing platforms, and group
communications technologies to remain connected with one
another across distance, time, and national borders
• Parents can monitor children‘s behavior and activities – spying on
Facebook
Half of Facebook parents joined to spy on kids?
Link: http://news.cnet.com/8301-17852_3-57569806-71/half-of-facebookparents-joined-to-spy-on-kids/ (February 17, 2013 )
• Older family members can continue to interact with other family
members even after their ability to travel becomes impaired
• Use of social media systems to find ‗lost‘ family members (online
genealogical communities)
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20. Professional Relationships
• Professional relationships are critical for people and
organizations for their work and collaboration:
1. Job seekers find employment opportunities
2. Entrepreneurs discover and receive venture capital
3. Managers monitor and influence activities in their
organization
4. Team members coordinate their collaborative efforts
• Professional relationships vary with respect to their
strength, frequency, and diversity of interaction
• Professional relationships lack the emotional components of
friendships
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21. Professional Relationships – Strong and Weak Ties
• People have a few strong but many more weak professional ties/
relationships
• Based on sociologist Granovetter (The Strength of Weak Ties, 1973)
• Strong ties/ relationships:
– frequent interactions
– conversations cover a wide range of topics
– evoke trust and interdependence
– critical for resolving problems during crises and internal conflicts
• Weak ties/ relationships: infrequent interaction, minimal dependence,
and limited personal conversations
• Weak ties are critical to individuals‘ ability to succeed in work settings
by sharing general information across groups (networks)
• Weak ties are valuable sources of exploratory information
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22. Professional Relationships - LinkedIn
LinkedIn: platform for individuals to track and leverage their
relationships
– Officially launched on 5th May 2003. At the end
of the 1st month in operation, LinkedIn had
a total of 4,500 members.
– Operates the world‘s largest professional
Internet network with more than 259 million
members in over 200 countries and territories.
– Sign-up rate: more than two new members per second.
– 66% of LinkedIn members are located outside of
the USA
– Over 30 million students and recent university
graduates on LinkedIn representing its
fastest-growing demographic.
(http://press.linkedin.com/about)
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23. Professional Relationships - Blurring of Boundaries
• Context collapse = Blurring of boundaries
• Blurring of boundaries between social contexts most unanticipated
consequences of social media systems for professional relationships
• Family and friends versus colleagues individuals from different
spheres – normally do not know and do not interact with each other
• Social media systems bridge these spheres
• Relationships previously independent become interdependent
• Information and behavior previously semi-private becomes semipublic
• Composition of a persons‘ Facebook contacts:
–
–
–
–
27%
24%
24%
18%
… acquaintances
… co-workers and teammates
… close contacts such as best friends, romantic partners made up
… contacts come from the user‘s past (e.g. high school friends)
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24. Consumer Relationships
• Social media systems affect relationships in retail marketing and
commerce
• Retail commerce: economic transactions that take place between
consumers who provide financial resources in exchange for products
or services
• Transactional, economic relationship are embedded in a social
context
• Consumers develop relationships with producers:
– Loyalty and trust of producers
– Interact with producers regularly
– Declare themselves as being affiliated with producers
• Benefit of producers are the implicit endorsement and visibility
– Consumer adds a company as a Facebook friend or signs up for a company‘s
online community / Facebook‘s Like button
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25. Consumer Relationships - Word-of-Mouth
• Word-of-Mouth (WOM): Consumers rely on
their relationships with others to learn about
products, services, and providers
• Word-of-mouth marketing employs
professional marketing techniques to actively shape how individual
consumers use their relationships to share and acquire information
about products and services prior to making a purchasing decision
• Important sources of trustworthy information: close friends on
Facebook, other Facebook contacts, third-party blogs, and
independent review sites
• Less trusted sources: salespeople, retailers/producers, and celebrities
because of assumed self-interest to promote the product and highlight
its benefits
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26. Consumer Relationships of Starbucks
Starbucks has three customer dialog management strategies:
1. Megaphone: Starbucks shares information directly with its customers via Twitter (3.5 million
followers), YouTube (Starbucks has his own YouTube channel), or Facebook to strengthen their
brand name and spread time-critical information.
2. Magnet: uses social media systems and relies on the existing consumer-producer relationships,
(operates in the opposite direction - form of inbound communication) to have customers share
information with Starbucks to capture customer feedback and identify potential innovations.
3. Monitor: involves using social media systems to observe consumer-consumer interactions of
interest for Starbucks (e.g., customer reviews at Yelp) which give Starbucks a knowledge
advantage that increases the chances that their marketing messages will be shared by WOM.
Gallaugher, J., & Ransbotham, S. (2010). Social media and customer
dialog management at Starbucks. MIS Quarterly Executive, 9(4), 197-212.
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27. Consumer Relationships
• Social network analysis (SNA) used to identify the most
influential individuals in large networks
• People that bridge otherwise dispersed network = structural holes
based on Burt (1992)
• Difference between linked structures of social networks and
actual interactions/ meaningful relationships among people
• Consumers as co-producers: relationships between
companies and individuals in which consumers
coproduce innovations, value, and meaning
• Crowdsourcing and open innovation: companies create
knowledge-intensive relationships focused on formal
exchange of ideas for money and recognition
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28. Social Media and Relationship Dynamics
• A social relationship exists when two partners have interactions
with and expectations for each other over a substantial length of
time.
• Relationships are not static but dynamic
• Relationships vary in intensity, visibility, and importance
• Relationships can be considered in phases:
1) Formation Phases
2) Maintenance and Development Phase
3) Dissolution Phase
• Social media systems are used differently by relationship
partners and have differing impacts on relationship
characteristics depending on the phase a relationship is at
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29. Relationship Formation - Proximity
• Formation depends on: (1) proximity, (2) first impressions, (3)
similarity (homophily), and complementarity
• Social media systems support faster and broader relationship
formation
• Physical proximity is less important than media proximity
• Unlikely that a relationship forms between people who use different
social media systems
• Barriers to relationship formation due to media proximity:
1) corporate structure,
2) technology features, and
3) national policies.
• Need for integration of social media systems to overcome media
proximity
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30. Relationship Formation - First Impression
• First impressions are based on physical appearance
• First impressions decide about the extent to which people want
to form a relationship with one another
• Social media systems have limited cues about potential
relationship partners people need more time to reduce the
uncertainty about the partner
• Strategies to reduce uncertainty:
– Add personal details to their profiles, attach photos, and videos
– Use of personal profiles to be informed and then decide about
forming relationships
• Social media systems provide people with control of what they
wish to reveal about themselves
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31. Relationship Formation – Similarity and
Complementarity
• Fit between the interests, skills, values, and resources of the
potential relationship partner
• Similarity (homophily): relationships are
formed with similar others
• Similarity in surface characteristics: race,
gender, or ethnicity
• Similarity in deep characteristics: values and beliefs
• Complementarity: relationships are formed based on diversity
of partners
• Relationship partners complement each other based on
interests, capabilities, and needs
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32. Relationship Formation – Similarity and
Complementarity
• Nature of relationship impacts on combination or dominance of
similarity or complementarity
• Resource and need complementarity important in the formation
of utility-oriented relationships
– Example: Professional affiliation or work-related collaboration
systems – e.g. LinkedIn – provide recommendations, discussions of
job openings, and introductions to otherwise unreachable people
• Interest and value similarity important in the formation of none
utility-oriented relationships
– Example: Social media system – e.g., Facebook – can be used to
give Word-of-Mouth recommendations on products and services,
help with searches, and provide social support
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33. Indicators for Relationship Development and
Maintenance
1) Reduced social distance
• Social Exchange Theory or Social Comparison Theory:
Expectations of positive rewards motivate relationship
development
– Rewards: pleasant communications, the exchange of photos, and
the sharing of news
• Social media systems provide features for exchange of rewards
(e.g., digital gifts, supportive comment, Like it Button)
2) Increased self-disclosure
• Generalized reciprocity leads to mutual self-disclosure
• Different motivation to disclose personal information:
Convenience, the ability to build relationships
and received value from them, recognition,
enjoyment of interpersonal relationships
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34. Relationship Maintenance and Development
• Social media systems important for the mobile workforce and
tele-workers
• Physically separated from their family, friends, and co-workers
• Challenged to maintain relationships
• Negative social outcomes: social isolation, loneliness, depression
• Social media systems increase feelings of belonging and social
integration
• Use of active and passive features of social media systems:
– Active features: posting messages, chatting, playing games, sending
digital gifts
– Passive features: reading, listening, viewing of a contact‘s content
(photos, postings, videos), searching for people
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35. Relationship Dissolution
• Triggers for relationship dissolution: deceptions, false or
misleading information, purposefully omit certain information,
information overload, and creation of false representations in
social media system
TEDx talk: Jeff Hancock on social media and deception
Link: http://www.cornell.edu/video/tedx-talk-jeff-hancock-on-socialmedia-and-deception
• Ending a relationship within a social media system:
– less confrontational
– less emotionally stressful for the relationship partners
– requires less effort or personal involvement
• Actions to end a relationship:
– change features (visibility and privacy) for the relevant person
– blocking the person
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36. Summary - Social Media and Relationships
“Social media isn't something that you "do",
instead you have to "be" social.”
Reference: Peter Thomson: Tickle: Digital marketing for tech companies
• Diverse collection of technologies and applications
• Allow people to communicate, exchange information, and share
digital artifacts with one another
• Enable new relationships, substitute and complement offline
relationships
• Multi-facet impact on different relationships: friendships,
kinship, professional relationships, consumer relationships, and
coproduction relationships
• Influence on the formation, maintenance and development, and
dissolution of relationships
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37. Author biographies
Brian S. Butler is an Associate Professor in the College of Information Studies and in the
Robert H. Smith School of Business at the University of Maryland where is he is the
Director of the Master of Information Management (MIM) Program and the Director of
the Center for the Advanced Study of Communities and Information (CASCI). His work,
which has appeared in Information Systems Research, MIS Quarterly, Organization
Science, Journal of Biomedical Informatics, and the Journal of Medical Internet
Research, combines theories and methods from organizational theory and management to
better understand how emerging technologies alter the way teams, communities, and
organization function. Recent projects include studies of policy formation and application
in Wikipedia, social media use in local food systems, the design of online communities for
large-scale education initiatives, and models and metrics for systems of online groups.
Sabine Matook, Ph.D., is a senior lecturer in Information Systems at the UQ Business
School, University of Queensland. She received her doctoral degree from the Technische
Universität (TU) Dresden, Germany. Her research interests are on the IT artifact, social
media, and agile IS development. Her work has appeared in the European Journal of
Information Systems, Information & Management, Journal of Strategic Information
Systems, the International Journal of Operations & Production Management, and
Decision Support Systems. Dr Matook has presented research papers at a variety of
international conferences, including the International Conference on Information Systems.
Her areas of teaching include courses on systems analysis and design, management
information systems, and IS research methodologies.
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38. Copyright
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