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What value do users derive from social network applications?

Neale, Larry & Russell-Bennett, Rebekah (2009) What value do users derive from social network applications? First Monday, 14(9).

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Abstract

Research on social networking sites like Facebook is emerging but sparse. This exploratory study investigates the value users derive from self-described ‘cool’ Facebook applications, and explores the features that either encourage or discourage users to recommend applications to their friends. The concepts of value and cool are explored in a social networking context. Our qualitative data reveals consumers derive a combination of functional value along with either social or emotional value from the applications. Female Facebook users indicate self-expression as important motivators, while males tend to use Facebook applications to socially compete. Three broad categories emerged for application features; symmetrical features can both encourage or discourage recommendation, polar features where different levels of the same feature encourage or discourage, and uni-directional features only encourage or discourage but not both. Recommending or not recommending an application tends to be the result of a combination of features and context, rather than one feature in isolation.

Impact and interest:

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ID Code: 27247
Item Type: Journal Article
Additional Information: The contents of this journal can be freely accessed via the journal's website (see official URL)
Additional URLs:
Keywords: social network, facebook, value, gender
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 First Monday
Deposited On: 08 Sep 2009 07:24
Last Modified: 29 Feb 2012 23:56

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