Ben Marder

Every Post You Make, Every Pic You Take, I'll Be Watching You: Behind Social Spheres on Facebook

The problem of conflicting social spheres occurs when communications are simultaneously visible to multiple audiences within a social network, as commonly occurs on social network sites (SNS). In this environment users may suffer from social anxiety as they worry that communications seen as negative by certain audiences may be shared with those same groups. This issue rests on four assumptions: (1) that a social network encompasses a variety of social spheres, (2) that users believe they are being watched by these spheres, (3) that the social spheres differ in the norms, standards and expectations they hold about an individual and (4) that users largely do not employ measures to separate communications to different spheres. The present research aims to provide evidence for these assumptions. Self-discrepancy theory (SDT) [1] is used as a lens to view social norms, and as a novel way of understanding social spheres. Moreover, the research investigates any link between the magnitude of ought self-discrepancies and the social anxiety felt between relational dyads. An online survey with 313 participants offers strong support for these assumptions and provides evidence of a significant association between the magnitude of negative ought-other discrepancies and anxiety within dyads. This evidence strengthens the argument that SNS can cause anxiety and tension in social relations.

Digital Crowding: Privacy, Self-Disclosure, and Technology

In this chapter, we introduce and develop the concept of “digital crowding.” Traditionally, crowding has been conceptualized as excessive social contact or insufficient personal space (Altman 1975). Under these circumstances, not only do people show signs of stress, but they also engage in a number of techniques to escape excessive social contact (Baum and Valins 1977). For instance, studies of students in shared, crowded spaces find that they spend more time in their bedrooms than in social spaces, are more likely to seek friendships outside of the crowded area, and even sit further away from strangers in waiting rooms (Baum and Valins 1977). We argue that while much of the discussion of privacy and technology has focused on information flow and leakage, it has ignored the interactive, interpersonal impact of new technology. In this chapter, we begin by examining the key issues raised by technology for privacy. We then discuss earlier, non-technology focused theories that cover interpersonal aspects of privacy. Finally, we examine some ways in which technology might impact on interpersonal privacy, with a specific focus on social network sites.

'Snap happy' brands: Increasing publicity effectiveness through a snapshot aesthetic when marketing a brand on instagram

Abstract This study examines the effects of a company publishing photos of their products using either (a) snapshot aesthetics, where pictures portray average situations and appear as if though they could have been taken by the average consumer, or (b) traditional studio aesthetics in image based social media. In an experiment where respondents followed an Instagram account of a fashion brand using one of the two aesthetic styles over a period of one week, we demonstrate that in social media, photos with a snapshot aesthetic produce higher brand attitudes and intentions to recommend others to follow the Instagram account. These effects where mediated by higher liking of the images and an increase in source credibility when publishing photos with a snapshot aesthetic.

Understanding the Psychological Process of Avoidance-Based Self-Regulation on Facebook

In relation to social network sites, prior research has evidenced behaviors (e.g., censoring) enacted by individuals used to avoid projecting an undesired image to their online audiences. However, no work directly examines the psychological process underpinning such behavior. Drawing upon the theory of self-focused attention and related literature, a model is proposed to fill this research gap. Two studies examine the process whereby public self-awareness (stimulated by engaging with Facebook) leads to a self-comparison with audience expectations and, if discrepant, an increase in social anxiety, which results in the intention to perform avoidance-based self-regulation. By finding support for this process, this research contributes an extended understanding of the psychological factors leading to avoidance-based regulation when online selves are subject to surveillance.

Constructing and enacting normality online across generations: The case of social networking sites

Purpose The purpose of this paper is to examine how different age groups construct and enact normality within social networking sites (SNS) and consequently extend theory in the area of online interactions. Design/methodology/approach The chosen research site was Facebook and research design involved focus groups across three different age groups: teenagers, young adults and the middle-aged. In total, there were 78 participants. The focus groups explored the metaphoric images of Facebook interactions. In doing so, participants were asked to draw a picture to represent their metaphor and following this, to position themselves and other characters within the picture. The drawings as well as the facilitators’ records provided the main data set for the study. Findings Connective and protective encounters were found to be used by different age groups when constructing and enacting normality on SNS. Further, it emerged that the interpretation and enactment of normality across the different age groups significantly varied. The metaphorical images have transpired as being a resourceful way of unpacking these differences. Research limitations/implications The study relied on focus groups in order to capture metaphorical images across generations. It did not include interviews with individual participants to elicit the extent to which they agreed with the group metaphor or whether there was anything else they might have presented in the drawings. This could be on the agenda for future research. Practical implications The findings of the study suggest that SNS managers and designers should sympathise with the view that users of different ages engage in different ways with SNS and as a result, user interfaces should be customised according to the age of the user. Social implications The study has implications for those interested in cross- and inter-generational research. Originality/value This is the first study in which the concept of normality has been adopted as a theoretical lens for understanding the interactions on SNS. Further, this work adds to the limited body of research on SNS use across different generations whilst it expands on the range of methodologies used within the information systems field.

“What if my mum sees it?”: Examination of visible brand interaction in the presence of a wider network

Purpose It is known that to encourage people to interact (e.g. sharing) with brands through social media, businesses create content in line with the expectations of their target audience. On these sites, however, such interaction by consumers is visible, contributing to their self-presentation, which can be seen by their wider network; some of whom will find it appropriate, others may not. Currently, little is known about the effects of consumers’ own diverse set of audiences on behavioral intention toward brand interaction and emotional effect. The paper aims to discuss these issues. Design/methodology/approach Survey methodology (n=386) was adopted to examine intention to interact with real brand posts. Findings Results show that the brand interaction is associated with social anxiety when it is felt that visible evidence of such actions is discrepant from the audience expectations. This, then, constrains the behavioral intention to interact with brands online. Practical implications For businesses to maximize brand interactions and minimize social anxiety, they must be mindful of not just the expectations of their target but also consider their target’s own network. For site designers, this research urges for greater refining of privacy tools and suggests the addition of a “Secret Like” option. Originality/value Encouraging visible brand interaction through social media is paramount for businesses. Managers focus only on their target audience when designing content but neglect to consider the self-presentational implications of interacting with branded content to wider networks. This paper shows that this must be considered to increase success and maintain ethical practice. This is of value for multiple-stakeholders, managers, users, site designers and academics.

Designing and evaluating the acceptability of Realshare: An online support community for teenagers and young adults with cancer

A participatory action approach was used to design and evaluate the acceptability of the Realshare online community. Pre and post-intervention focus groups were conducted and participants were asked to test out Realshare during two intervention periods: when a facilitator was present and when one was not. Focus group data and forum messages were thematically analysed. The themes identified related to participants’ website design requirements, how they used the community and the evaluation of Realshare after having used it. Amendments were made to Realshare throughout the project. Realshare is available to young oncology patients in the South West of England.

Conspicuous political brand interactions on social network sites

Acquiring “Likes” for a political party or candidate’s Facebook pages is important for political marketers. For consumers, these “Likes” are conspicuous, making their political affiliation visible to their network. This paper aims to examine the roles of the undesired social-self and visibility (conspicuous vs inconspicuous) in predicting consumers’ intention to “Like” political brands. The authors extend knowledge on the undesired social-self and transference of theory from general marketing to a political domain and provide practical advice for political marketers engaging social network sites.,The authors gather data from two surveys run with Facebook using electorates in the run up to the UK 2015 and US 2016 elections (n = 1,205) on their intention to “Like” political brands under different visibility conditions.,Data support the theorized relationship of the undesired social-self with social anxiety intention to “Like” when “Liking” is conspicuous. However, data also indicate that all users – irrespective of proximity to the undesired social-self – prefer to “Like” inconspicuously.,The research is limited by the generalizability of the specific context and the use of self-report measures.,Political marketers should reconsider promoting conspicuous consumption for that which is more inconspicuous.,The authors provide the first examination of the undesired social-self in driving behaviour under different visibility conditions. Furthermore, the authors challenge the extension of existing knowledge of the self-concept within political marketing, based on the “norm” for consumers’ to avoid disclosing political views publically.

Trumped by context collapse

Harnessing social media such as Facebook is now considered critical for electoral success. Although Facebook is widely used by the electorate, few have Liked the Facebook pages of the political candidates for whom they vote. To provide understanding of this discrepancy, the present paper offers the first investigation on the role of audience diversity on Liking behavior, as well as its association with varying degrees of social anxiety that may arise from Liking political candidates. A survey of potential voters who used Facebook preceding the 2016 Presidential Election was conducted (n=1027). Using the lens of Self-Presentation Theory, results found that for those who had not already Liked Hillary Clinton or Donald Trump, their intention to do so before the election was negatively associated with the diversity of their Facebook audience. This relationship was mediated by their expected degree of social anxiety from Liking the candidate. A comparison of audience diversity of participants who had Liked a candidate vs. those who had not Liked a candidate also showed that increased audience diversity hinders Liking. This paper contributes to the knowledge of engagement with politicians through social media as well as the study of audience diversity more generally. Implications for managers are provided. Examination of the effect of audience diversity on Liking political candidates.Survey of 1027 potential voters prior the 2016 US presidential election.Increased audience diversity is associated with a reduced Liking.Increased audience diversity predicts greater social anxiety.Non-Likers have a more diverse audience than Likers.

The Avatar's new clothes: Understanding why players purchase non-functional items in free-to-play games

Abstract Free-to-play online games create significant revenues through sales of virtual items. The argument that the sale of items that provide a competitive advantage (functional items) fuels a pay-to-win culture has attracted developers to business models that are solely based on the sale of non-functional items (items that provide no objective competitive advantage). However, the motivations for purchasing non-functional items remain under-examined. The present study therefore provides an exploration of hedonic, social, and utilitarian motivations underpinning purchase of virtual items within the top-grossing free-to-play game League of Legends. From interviews with 32 players, a number of motivations are identified and presented. In addition, a novel finding is that motivation for purchase may not stem from the value in the item but lie in the act of purchasing itself as a means of transferring money to the developer.