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Social networking : investigating the features of Facebook application

Russell-Bennett, Rebekah & Neale, Larry (2009) Social networking : investigating the features of Facebook application. In Academy of Marketing Annual Conference 2009, 7-9 July 2009 , Leeds Metropolitan University, Leeds.

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Abstract

Research on social networking sites like Facebook is emerging but sparse. The 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 application to their friends. Thus the concepts of value and cool are explored in a social networking setting. Our qualitative data shows that consumers derive a combination of functional value along with either social or emotional value from the applications. Female Facebook users indicated self-expression as important, while mates then to use Facebook application to socially compete. Three broad categories emerged for application features; symmetrical features can both encourage or discourage recommendation, asymmetrical features one encourage or discourage but not both, and polar features where different levels of the same feature encourage or discourage. Recommending or not recommending an application tends to be the result of a combination of features rather than one feature in isolation.

Impact and interest:

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328 since deposited on 29 Nov 2009
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ID Code: 28972
Item Type: Conference Paper
Keywords: Social Networking, Marketing, Facebook, Value
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 Rebekah Russell-Bennett & Larry Neale
Copyright Statement: "Copyright in the Conference Proceedings as a whole is with the Academy of Marketing. Authors retain the rights to their individual papers included in the proceedings, and we require that authors submitting a paper to the Conference grant the Academy a non-exclusive licence to reproduce their paper."--<http://www.leedsmet.ac.uk/conferences/am2009/guidelines.html>
Deposited On: 30 Nov 2009 08:32
Last Modified: 05 Jan 2011 23:55

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