Social Networking Relationships

hearty Networking apprisalshipsSocial Networking Relation1.0 IntroductionSocial networking is really recommendation betwixt concourse roughly the things that they argon interested in and they resembling this has stimulated tribes attention in terms of the importance of public relation. The people who be going on these spots didnt necessity to be m unitytised, they didnt want to be advertised to, so again editorial converse is so powerful, they would so unityr be communities that tidy sum flip views that be untarnished. Sir Martin SorrellSocial media is a global phenomenon in which old demographics no longer apply. Conversations happen at the click of a button. New communities atomic number 18 born every day and tarnishs extremity to be involved in the first instance to listen, and consequently to move. Social media is booming.Every day current statistics, white papers and articles enlistment up discussing its continued growth. In lookent market analyst Datamo nitor (2008) has revealed how quickly the number of people participating in online neighborly networking is growing the United realm currently leads Europe, in terms of membership, and is expected to reach 27 million accustomrs a collarfold increase on todays figures by 2012 (www. entropymonitor.com).Social networking sites atomic number 18 the frankness television of the Internet, said Jon Gibs (Senior Director of Media, Nielsen//NetRatings). The content is relatively inexpensive for publishers to produce, and amicable networking is not a fad that will disappear. If anything, it will become more(prenominal)(prenominal) ingrained in mainstream sites, just as reality TV programme has become ubiquitous in network programming, Gibs continued (www.acnielsen.com). However, again same(p) reality programming, the concept of reality alone, or in this font hearty networking, is not enough. In this competitive marketplace, sites also lease to provide consumers with pellucid content they washbowl identify with.A new slew reveals that almost 50 percent of attorneys ar members of online amicable networks and everyplace 40 percent of attorneys believe professional networking has the emf to change the business and practice of truth over the next five years. Online professional networking is a growing rural ara of importance in the legal indus chastise, said Ralph Calistri, Chief Executive officer of Martindale Hubbell and senior vice president of Global Client Development at LexisNexis. As we develop a global network for the legal corporation finished Martindale-Hubbell, objective inquiry such(prenominal)(prenominal) as this analyze by Leader Networks serves as an important way for us to listen to clients and conduct our efforts.Table United States Top 10 Social Networking Sites (March 2008) root AC NielsenThe Internet has broadened the area of treatment of m let offh runs from inter ad hominem communication among acquaintances to onli ne communication to general public (e.g. posting reviews). Harrison-Walker (2001) define enunciate of express as in trackal person-to-person communication among a perceived non-commercial communicator and a receiver regarding a brand, a product, an organization, or a service. Marketing practitioners try to encour eon such in reverberateal communication in a substantiating manner, and several approaches such as viral market (Wilson 2000) and bombilate marketing (Rosen 2000) pose been developed.Facebook was created in February 2004 by Mark Zuckerberg, a student at Harvard University. According to Zuckerberg, The idea for the website was motivated by a hearty need at Harvard to be able to identify people in former(a) residential houses (Moyle, 2004). Today Facebook has more than 7.5 million registered members at over 2,000 U.S. colleges and is the s yetth-most-popular site on the entire Web with respect to tally page views (Cassidy, 2006).Social networking sites are online s paces that bequeath individuals to present themselves, articulate their cordial networks, and establish or maintain connections with opposites. These sites bunghole be oriented towards work-related contexts (e.g. LinkedIn.com), romantic human affinity initiation, or connecting those with shared interests such as music or politics (e.g. MySpace.com). Users may use the sites communication tools to interact with those they know from offline contexts, such as school, or they may use the sites to meet new people.The way in which these sites allow for new connections to be made surrounded by individuals has resulted in proposed legislation which would debar libraries and schools to block bush league memory access to mixer networking sites such as MySpace and Facebook (McCullagh, 2006). MySpace in particular has generated public concern due to its large member sottish 78 million registered banknotes according to one source (Wright, 2006) many of whom are teenagers.There is little academic work examining online affectionate networks. A 2005 survey of academic conjunction members found that 90% of the undergraduates participated in a favorable network community, primarily Facebook, MySpace, and Friendster, and that many of them tell individualized information such as email address (Stutzman, 2006). In her ethnographic work examining self- innovation and accessible connections among Friendster users, boyd (2004) notes that users stick out a variety of motivations for employ the site, including connecting with old friends, meeting new acquaintances, dating, and furthering professional networks.In one of the few segments to examine this new underwrite of online fora, Donath and boyd (2004) point out that one of the chief hallmarks of these sites is that links between individuals are mutual, public, unnuanced and decontextualized. In the sites that Donath and boyd examine, public displays of connections serve to warrant, or signal the reliability of, ones identity claims. Social networking sites are distinguished from the first quaver of virtual community sites in that they allow for both maintenance of sprightly social ties and formation of new connections.A hallmark of the archeozoic look for on computer-mediated communication and virtual communities in particular is the assumption that individuals using these systems would be connecting with those outside their pre-existing social group or location, liberating individuals to form communities around shared interests, as opposed to shared geography (Wellman et al., 1996).However, whatsoever online community look intoers surrender seekd how online communities present opportunities for people in a communal offline community to extend their fundamental interaction. Such a theme is articulated by Wellman et al. (1996), who note that Although CSSNs computer withstanded social networks do transcend time and space, not all ties are either totally on-line or off-line. mu ch(prenominal) on-line contact is between people who see each other(a) in person and live locally (p.222).1.1 Research QuestionThis interrogation studies the importance of social networking sites and aims to identify how motivations for using social networking sites bewitch the percentage point of interaction and the generation of pipeline. Next, in order to study use patterns of social networking sites between users in United Kingdom and to explore the alliance between the peak of interaction and the generation of word-of-mouth, the undermentioned questions are generated.Why / how oftentimes do people use social networking sites?Are social networking sites users generating word-of-mouth? If so, what makes users generate word-of-mouth?Do the motivations of using social networking sites influence on the tip of interaction or on the generation of word-of-mouth?H1 Exploring the relationship between the purpose of using social networking sites and the degree of users interact ionH2 Exploring the relationship between the purpose of using social networking sites and the generation of word-of-mouthH3 Exploring the relationship between the degree of users interaction and the generation of word-of-mouth in social networking sitesMain Research Question How effective are motivations for using social networking sites influencing degree of interaction and word of mouth in United Kingdom?At the same time, the growing importance of word-of-mouth on social networking sites is understood and discussed by both marketing practitioners and academics, and online word-of-mouth communication is considered as a new marketing tool (Kozinets, 1999 Croteau, 2006 Peattie, 2007 McKinsey Quarterly, 2007).Due to the similar characteristics between social networking sites and word-of-mouth communication, namely, relationship and interaction among people, a number of queryers tried to find out out the connection between online communities and word-of-mouth, past, came up with various slipway to measure word-of-mouth in the virtual world (Kozinets, 2002 Godes et al, 2005 Dwyer, 2007).In addition, by and by their introduction, social networking sites brought in a new organisational framework for online communities. According to Boyd and Ellison (2008), early online communities were constructed as communities of interest, but social networking sites these days are constructed as personal. In other words, social networking sites are centred around people quite an than topics or topical hierarchies.2.0 Literature Review2.1 General OverviewThe study of personal influence and the idea that there are certain people who are especially influential over others has fascinated researchers, practitioners, and the general public for more than 60 years. Variously named in academic and popular circles, these people drop been called opinion leaders (Katz Lazarsfeld, 1955), early adopters (Rogers, 1962/2003), influential (Weimann, 1994), and Influential Ameri usher ou ts (Keller Berry, 2003), while the regale of personal influence has been linked to, or synonymous with, various phenomena such as compliance gaining (strategic attempts to research compliance from others in interpersonal settings Wilson, 2002), the beaming of innovations (how ideas spread in a culture Rogers, 1962/2003), go (contagious word-of-mouth remark or so(predicate) products, services, brands, and ideas Walker, 2004), and tipping points (the point at which an idea, behavior, or product tips, crossing a threshold from macrocosm a minor phenomenon to a wild plaguey Gladwell, 2000).Numerous organizations, for-profit and not-for-profit, in an assortment of industries (consumer products, fashion, health care, law, higher education, etc.) have judge to capitalize on a renewed awareness and interest in the influential role that informal conversation and relational networks play internally to an organization (e.g., in terms of sharing knowledge within and crosswise orga nizational units Cross Parker, 2004 May Zorn, 2002) and especially to external audiences (e.g., in the case of viral and buzz marketing).Thus, although the power of stimulating word-of-mouth and relational networks has been cognize for some time (Arndt, 1967 Whyte, 1954), a more recent phenomenon is when certain firms seek to consciously engineer buzz in relational networks (Balter Butman, 2005 Dye, 2000 Godin, 2001 Oz plenty, 2004 Rosen, 2000Walker, 2004).For example, some firms (such as Big Fat Inc.) pay people to go out and gurgle up a brand, either in face-toface or online settings, where the fact that they are employed by a marketing agency is not disclosed (a form of undercover marketing). Other firms (such as BzzAgent, Inc.) actively recruit volunteers who volitionally participate in a campaign by going out and buzzing the product or service (oftentimes in trade for points that cigarette be redeemed for prizes or the knowledge that they are the first among their peers to have access to a new product) and then report back to the buzz marketing phoner their own and others feedback about the product (the company then compiles and analyzes these various reports from the field and presents them to the client). Still others (e.g., Proctor Gambles thrill program) form an extensive network of carefully selected teenagers to create buzz among peers for their clients brands and products (Wells, 2004).These obvious kinds of organizational marketing practices have raised a number of ethical concerns, some more than others. In addition to whether or not the institutional identity of the agent is disclosed, whether or not the person buzzing the brand is doing so for some form of compensation, and whether or not agents involve minors younger than age 13 (Wells, 2004), a significant concern is that through buzz marketing venders are better able to infiltrate day-by-day conversations and relationships (Walker, 2004), which might be regarded as further ins tantiation of incorporate colonization of the lifeworld (Deetz, 1992).With handed-down forms of marketing and advertize efforts, consumer audiences can tune out or turn off the advertising. However, what happens when the marketing is your friend or family member, in online and offline conversations? Is society more and more falling prey to the commercialization of chit- chaffer?(Walker, 2004). Although these concerns are not new for example, marketing to known others has been well-documented and critiqued in terms of Tupperware parties (Frenzen Davis, 1990 Taylor, 1978) and multilevel marketing companies (Biggart, 1989 Carl, 2004 Fitzpatrick Reynolds, 1997)the fact that increase numbers of well-known, mainstream organizations seek to amplify buzz in social networks has elevate the concern (Vranica, 2005).2.2 Word of mouthWord-of-mouth has grown in popularity over the past several years as a marketing and research medium (BzzAgent, 2005). Marketers seeking to find new methods for reaching customers and communicating with them have wondered if word-of-mouth could provide a potential solution to the dwindling authorize of traditional marketing platforms. Since the beginning of organise marketing programs, marketers viewed word-of-mouth as an incredibly valuable, yet uncontrollable, result of effective marketing practices.Many marketers have implemented plans to fool word of mouth into occurring, seeding the marketplace with shills (paid actors talking up products and services). They found the results effective but extremely risky, since consumers didnt like being deceived. In recent years, a number of companies have formed, seeking to govern the power of authentic word of mouth (BzzAgent, 2005). By organizing real consumers, they civilise them to share their honest opinions more effectively.Defining word of mouth can be tricky, especially in light of the Internet and recent appendage of buzz marketing firms. According to Buttles (1998) review of marke ting research, Arndt (1967) discussed word of mouth as face-to-face communication about a brand, product, or service between people who are perceived as not having connections to a commercial entity. Bones (1992) definition is similar though she noted that word of mouth could be a group phenomenonAn exchange of comments, thoughts, and ideas among two or more individuals in which none of the individuals represent a marketing source (p. 579).Stern (1994) distinguished word of mouth from advertising in that word of mouth is face-to-face, interactive, ephemeral, spontaneous, and does not include such features as clever turns of phrases or jingles. Buttle (1998), however, found these definitions unsatisfactory because (a) Word of mouth can include talk about an organization (in addition to a brand, product, or service), (b) it can be electronically mediated (such as cell phone, chat rooms, e-mail, Web sites, tell-a-friend hyperlinks, etc.), and (c) more and more companies may offer incen tives or rewards for consumers to spread word of mouth or make referrals (e.g., to refer friends and family members for a companys services). Buttle concluded that currently the still distinguishing feature of word of mouth may be that word of mouth is uttered by sources that are assumed by receivers to be independent of corporate influence (p. 243).In contrast to traditional word of mouth marketing research, research on buzz marketing is still in its infancy. Verlegh, Verkerk, Tuk, and Smidts (2004) mentioned, but did not study, buzz marketers in their experimental research on whether or not monetary incentives use when stimulating customer referrals alter the meaning of the situation such that consumers would perceive the word of mouth episode to be persuasive rather than just friendly, peer advice.Thomas (2004) represented an early conceptual piece on buzz marketing where it was defined as the amplification of sign marketing efforts by third parties through their passive or ac tive influence (p. 64). An early empirical study that applied insights from existing word of mouth and social network research from a firms perspective was conducted by Godes and Mayzlin (2004).Abundant research demonstrates that word of mouth (WOM) is one of the most influential channels of communication in the marketplace. The reasons for WOMs power are evident word of mouth is seen as more credible than marketer initiated communications because it is perceived as having passed through the unbiased filter of people like me. At a time of declining trust in institutions, research shows that its influence is growing stronger. In a recent national survey (Harris Interactive, 2006a), U.S. consumers were asked which information sources they find useful when deciding which products to buy in quartet common product categories.WOM and recommendations from friends/family/people at work/school were by far the most influential sources for fast food, cold medicine, and breakfast cereal. For p ersonal computers, a highly technical category, we saw a strong combine on expert advice in the form of product reviews and websites, followed by WOM as the next most useful. The consumer marketplace in which any enterprise operates is a complex, dynamic system.A study found that disinterested, ill-prepared and unwelcoming gross salespeople lead to more missed business and hazardous word-of-mouth than any other management dispute in retailing. There are a variety of different triggers for having a bad shopping experience, including things like parking or how well the descent is organized. Some of those things retailers can do something about and some of them they cant. But frankly, a very important part of the retail experience is the interaction with the sales associate, says Wharton marketing professor Stephen J. Hoch, director of the Baker Initiative.In a forebode survey of 1,000 shoppers who were asked about their most recent retail experience, 33% report they had been un able to find a salesperson to help them. Many of these shoppers were so annoyed by this one problem that they said they would not break to the set up. According to the Wharton analysis, sales associates who are missing in action monetary value American retailers six percent of their customers. Add to that the 25% of consumers reporting they were unheeded outright by sales associates no greeting, no smile, not crimson eye contact (Arndt, 1967 Aaker et al, 1996 Reingen and Kernan, 1986).This lack of engagement turned off three percent of customers to the point where they said they would permanently stay way from the store in which they encountered this behaviour. Hoch remains puzzled by sales associates who retreat from potential customers. You would think that if these sales associates are spending the whole day interacting with people, they would be a lot happier in their own life if they were friendly. Instead, they pull into their outwit ( embrown and Reingen, 1987).Whats wr ong with saying, Hi, how are you doing? According to Paula Courtney, president of the Verde Group, survey respondents were not thwart by sales associates who seemed overworked or outmanned by shoppers. Its the conscious ignoring that irritates them, she says. Customers would walk into a store and the store representative would see them and continue to put items on the shelf or watch the cash register or do administrative work absolutely ignoring the fact that an actual person was in the store (Cox, 1963, cited in Brown at el, 2007).In the above example, the degree of interaction was bad with consumers at a particular retail outlet. This provided bad word of mouth and hampered long term sustainability for the retailer. In other words, this forms the rally part of the dissertation that degree of interaction and word of mouth are slightly interrelated.2.3 Motives of Social networkingBritish anthropologist Robin Dunbar estimates that humans can save maintain stable relationships wit h around 150 people. That number refers to significant relationships like those in a family or tribe and other purposeful groups. and in todays over-informed digital business world, where bloated data moves at the speed of thought, its not who you know that really counts, but who knows you (Kozinets, 1999 Boyd and Ellison, 2008).Professional online social networking tools are invaluable in creating personal brand equity and raising awareness about who you are, especially beyond your 150 closest friends (BBC News, 2005). Online social networking software enables you to find quality people who may not be familiar with you, or with your organization, and creates an opportunity to connect with them and sell them on your opportunities (Boyd and Ellison, 2008). They may be unfamiliar with(predicate) with your company or business, or may not have even been looking for something.Because you already know someone who knows them, you can feel more comfortable that they are a quality prospec t or at least can do some checking around (Boyd and Ellison, 2008). Also, because of that mutual connection, you can more intimately overcome cumbersome barriers and begin a relationship with a little more trust and warmth than with a total stranger. Like Six degrees of Kevin Bacon, social networking sheds light on the contacts you never knew you had. For example, you can contact people in your network toRekindle old connectionsmaximize value in your weak connectionsBuild business relationships with clients or hiring managers picture and meet prospective job-seekersGrow a referral networkHeighten your corporate and personal brand shape new connections and grow your sphere of influenceOpen doors to future career opportunities, increased pay, or promotionsIncrease visibility, which improves influence and effectiveness internally with your organization as well as externallySocial networking also helps you find new leads for networking into companies toEducate yourself and ask questio ns about other organizationsConduct competitive intelligence on companies, industries, or individualsMake fewer cold calls and better prepare for themLeverage contacts you already haveWith the help of existing literature, Ridings and Gefen (2004) categorised four reasons to join online communities information exchange, social support exchange, friendship, and recreation. Firstly, people choose to use online communities to access and exchange information. By using online communities, people can access a huge amount of information generated by other users since online community providers offer effective systems or technologies in order to make their users easily exchange, create, request and search information (Hagel and Armstrong, 1997).The second reason why users participate in online communities is to obtain the social support. Wellman et al (1996) suggested that online communities give emotional support and sociability to their users by giving a sense of belonging. For instance, Mickelson (1997) gave examples of online communities which center on on recovering social problems such as alcohol and do drugs addicts in order to explain why the social support can be the motivation of using online communities.Thirdly, people join online communities to manage relationships. To seek friendship or to generate social capital, which can be defined as the resources gathered through the relationships among people (Coleman, 1988), online community users interact with other users with the aim of establishing and continuing relationships. For example, offline social capital can be generated by means of online tools, especially using social networking sites when people want to expound or keep up their offline relationships. Lastly, recreation is another reason why people experience online communities.In conclusion, how word-of-mouth affects consumer behaviour can be described by those three factors tie strength, homophily, and source credibility. As mentioned above, Brown et al (2007) and other researchers (Silverman, 1997 Money et al, 1998 Bansal and Voyer, 2000) explored the nature of word-of-mouth in online communities. Finally, the outline of the research above is compared by Brown et al (2007) as the following Table 1.Table 1 A Comparison between offline and online social network constructsOfflineOnlineTie StrengthDefinitionThe intensity of a social relation between pairs of individualsThe intensity of an interactive and personalised relationship between an individual and a websiteHomophilyDefinitionThe degree to which pairs of individuals are similar in terms of certain attributesThe congruence between a users psychological attributes and website contentSource CredibilityDefinitionPerceived competency of the individual source providing informationPerceived competence of the website and its membershipSource Brown et al, 2007, pp. 10 Table 1Bottom line It could be seen that different internet users have diverse motives to enter social networkin g sites. cessation of motives can enhance positive word of mouth and higher degree of interaction of a particular website. As per previous academic literature there have been negligible cases that internet users have entered social networking with out motivations. This forms the foundation of dissertation.3.0 Research Model3.1 Research approachThe research system we intend to adopt is a combination of multi-methods, of deductive, inductive and exploratory. Quantitative data will be stack away throughout the life cycle of the project, from auxiliary sources journals, databases, past dissertations, newspapers and magazine articles etc. We propose to use the following collateral databases to conduct quantitative data researchEmerald Full textEmerald ReviewsEmerald AbstractsSwet wise(p)Reuters Business InsightRegional Business NewsQuestia MediaPrimary research will be conducted, using a closed questionnaire designed to harbinger average behaviour of children in general (Saunders et al. 2003). The inductive approach takes to account interpretivism or social considerations, which enables to establish the intentions of the respondents more clearly.Saunders et al (2003) says that data collected using open-ended questions allows individuals more flexibility in answering, which may prolong a hypothesis or other wise. The limitation or disfavour of this approach is that it is subjective and can only be applied to a limited sample of instrumentalists (Saunders et el. 2003).Exploratory research will be conducted on a pilot group consisting of young internet users (mainly with Orkut profiles) within the age group 15-20 who will participate in a discussion on the following the influence of motivations for using social networking sites on degree of interaction and word of mouth in United Kingdom.3.2 Research DesignA research design is a program that guides the investigator in the make of collecting, analyzing and interpreting observations. According to Nachmias Na chmias (1987) it is logical model of proof that allows the researcher to barf inferences concerning causal relationships among the variables under investigation. Consequently, the appropriate research design will depend on the problem to be investigated (Churchill, 1991), the purpose of the research, the research questions, and the state of the knowledge existing prior to the research plan (Eisenhardt, 1989).Research methods and data collection, form an elementary part of the research design. Typically, the research methods and the data collection techniques are functions of the purpose of the research design. The purpose of the research may be organized into three groups based on what the researcher is trying to accomplish explore a new topic, describe social phenomena or explain why something occurs.The three basic types of research designs are Exploratory ( discipline Studies), Descriptive and Casual.3.2.1 Case StudyThe case study approach is the most widely used in management f raternity. A Case study is the collection and presentation of detailed information about a particular participant or small group, frequently including the accounts of subjects themselves. Its a form of qualitative descriptive research and it deals intensely at an individual or small participant pool, drawing conclusions only about that participant or group and only in that specific context.This research design is not used to point on topics such as discovery of a universal, general