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Uses and Gratifications of LinkedIn
- 1. An Exploratory Study of the Uses and Gratifications of the LinkedIn Social Networking Site •Problem Statement •Summary of Literature •Methods •Data Analysis •Discussion Presented by: James Kinneer
- 2. An Exploratory Study of the Uses and Gratifications of the LinkedIn Social Networking Site •Problem Statement •Summary of Literature •Methods •Data Analysis •Discussion Presented by: James Kinneer
- 3. An Exploratory Study of the Uses and Gratifications of the LinkedIn Social Networking Site Problem Statement The goal of this project was to identify the uses and gratifications of the social network site LinkedIn.com Presented by: James Kinneer
- 4. An Exploratory Study of the Uses and Gratifications of the LinkedIn Social Networking Site •Problem Statement •Summary of Literature •Methods •Data Analysis •Discussion Presented by: James Kinneer
- 5. Summary of Literature Study of the Uses and An Exploratory •Online social networks are among the most commonly used Gratifications of the LinkedIn Social Internet sites. Networking Site •LinkedIn is a social networking site with a business orientation and grown to 47 million users in 200 countries. •Online social network can solidify strong ties and expand weak tie relationships. •Previous research suggests networks used primarily to maintain current relationships. •Key uses and gratifications of online social networks include social, content and process dimensions. Presented by: James Kinneer
- 6. An Exploratory Study of the Uses and Gratifications of the LinkedIn Social Networking Site •Problem Statement •Summary of Literature •Methods •Data Analysis •Discussion Presented by: James Kinneer
- 7. An Exploratory Study of the Uses and Gratifications of the LinkedIn Social Networking Site Methods •Online survey with four major sections. •Section 1 – Informed consent •Section 2 - LinkedIn Usage •Section 3 - Open Text Entry Uses and Gratifications Questions •Section 4 – Demographics •Invitation posted on LinkedIn discussion groups • Conducted the last two weeks of November, 2009 Presented by: James Kinneer
- 8. An Exploratory Study of the Uses and Gratifications of the LinkedIn Social Networking Site Sample •47 responses •55% male, 45% female •82% Caucasian •61% above age 35 Presented by: James Kinneer
- 9. An Exploratory Study of the Uses and Gratifications of the LinkedIn Social Networking Site •Problem Statement •Summary of Literature •Methods •Data Analysis •Discussion Presented by: James Kinneer
- 10. TableAnFrequency of Mentions (Question 2.1) 1 – Exploratory Study of the Uses and What is the first thing that comes to mind when you think about Gratifications of the LinkedIn Social what you enjoy most about using LinkedIn? Networking Site Key Word/Comment Frequency Percentage Making New Connections 16 37.21% Marketing/Sales 6 13.95% Maintaining/Renewing Connections 5 11.63% Information 5 11.63% Business Orientation 4 9.30% Perpetual Contact 2 4.65% Employment 2 4.65% Usability 2 4.65% Helping Others 1 2.33% Presented by: James Kinneer
- 11. TableAnFrequency of Mentions (Question 2.2) 2 – Exploratory Study of the Uses and What other words describe what you enjoy most about interacting with Gratifications of the LinkedIn Social the LinkedIn site? Networking Site Key Word/Comment Frequency Percentage Information. 15 28.41% Making New Connections 7 13.73% Maintaining/Renewing Connections 6 11.76% Groups 6 11.76% Usability 3 5.88% Discussions 3 5.88% Business Orientation 3 5.88% Visible Network 2 5.88% Perpetual Contact 2 3.92% Marketing/Sales Presented by: James Kinneer 1 1.96%
- 12. TableAnFrequency of Mentions (Question 2.3) 3 – Exploratory Study of the Uses and Gratifications of the LinkedIn Social Using simple, easy-to-understand terms, what do you use LinkedIn for? Networking Site Key Word/Comment Frequency Percentage Making New Connections 20 33.33% Information 14 23.33% Marketing/Sales 13 21.67% Expertise Sharing 3 5.00% Maintaining/Renewing Connections 3 5.00% Employment 3 5.00% Online Presence 2 3.33% Discussions 1 1.67% Communication 1 1.67% Presented by: James Kinneer
- 13. TableAnFrequency of Mentions (Question 2.4) 4 – Exploratory Study of the Uses and What online activities and of the applications are most important to you? Gratifications LinkedIn LinkedIn Social Networking Site Key Word/Comment Frequency Percentage Groups 16 25.81% Applications 9 14.52% Answers 9 14.52% Making New Connections 8 12.90% Jobs 7 11.29% Search 6 9.68% Perpetual Contact 6 9.68% Marketing/Sales 1 1.61% . Presented by: James Kinneer
- 14. An Exploratory Study of the Uses and Gratifications of the LinkedIn Social Networking Site •Problem Statement •Summary of Literature •Methods •Data Analysis •Discussion Presented by: James Kinneer
- 15. An Exploratory Discussion Study of the Uses and Gratifications of the LinkedIn Social •Making new contacts cited more often than maintaining Networking Site existing contacts – in contrast to studies of other social networks (Joinson, 2008) •Information sharing identified as a key gratification of using LinkedIn •Identified gratifications align with social, content and process categories suggested by Stafford, Stafford & Schkade (2004) Presented by: James Kinneer
- 16. An Exploratory Study of the Uses and Gratifications of the LinkedIn Social Networking Site Further Research •Develop a quantitative survey instrument to measure the importance of each identified use/gratification Presented by: James Kinneer
- 17. An Exploratory Study of the Uses and Gratifications of the LinkedIn Social Networking Site Questions? Presented by: James Kinneer