behavioural study of fb users
TRANSCRIPT
BEHAVIOURAL STUDY OF FACEBOOK USERS, The way they depict their Extended Self
INTRODUCTION
• Facebook is the largest online social network, founded in February 2004 by Mark Zuckerberg and fellow Harvard students.
• Facebook has more than 1.11 Billion users worldwide as on March 2013.
• Despite the increasing integration of OSN activity into everyday life, however, there has been no research on the most fundamental question about OSN profiles : Do they convey accurate impressions of profile owners?
• Facebook users manage information, find entertainment and manage , they also express their identity and "enhance social connections"
OBJECTIVE AND PROBLEM OF THE RESEARCH
• To study the behaviour of Facebook users and find the most relevant factor affecting them.
• To understand the factors that influence Facebook users to project their extended self on virtual space.
• Problem being the difference in the behaviour of an individual when exposed to Facebook.
RESEARCH METHODOLOGY
A primary research was conducted by communicating with 100 respondents through a self designed questionnaire in Mumbai
TARGET DEFINITION:
All those who are active on social networking sites like Facebook and prefer sharing and expressing on Facebook.
SAMPLING METHOD
• A sample size of 100 was taken, both male and female of different age groups and the respondents were asked to fill an anonymous survey with questions which were indirectly asked to know their perception and insights.
• A quantitative research was held through questionnaire to understand majority responses of people through numbers to evaluate approximate results
• The sampling method used was Non probabilistic - Convenience sampling
OBSERVATION 1:
• The table of cumulative % column shows that there 3 factors that account for 67.367% of the total variance (i.e. information contained in the 10 variables which we have reduced to 3 factors).
• In rotated component matrix ,the loadings
> 0.7 were considered
1. Mode of expression
2. Connected to all
3. Confessions made easy
4. Image management
5. Participation and discussion
6. Warm relationships
7. Fun, enjoyment, fame, self marketing
8. Reflection of real personality
9. Be a part of the virtual group
10. Make friends
1. Connected to all+Fun, enjoyment, fame, self marketing + Make more friends
2.Mode of expression + Confessions made easy
3.Participation and discussion + Reflection of real personality
1. SOCIAL
2. FREEDOM OF
EXPRESSION
3. ESSENCE OF SELF IN
PARTICIPATION .
Observation 1
OBSERVATION 2:
• The table of cumulative % column shows that there 2 factors that account for 65.555% of the total variance (i.e. information contained in the 10 variables which we have reduced to 3 factors).
• In rotated component matrix ,the loadings
> 0.7 were considered
1. To hide weakness
2. Fear of expression
3. Camouflaged personality
4. To overcome the difficulty of real life social interaction
5. Projection of ideal self
6. To let Facebook friends know more about you then your family
7. Known to all
8. Meet one’s desired personality
9. Fake projection
10. Addiction and need of virtual presence
1. Projection of ideal self + To let Facebook friends know more about you then your family +Fake projection
2. To overcome the difficulty of real life social interaction + Known to all + Addiction and need of virtual presence
1.PROJECTING POSSIBLE SELF
2. ADDICTION TO VIRTUL COMMUNICATION
Observation 2
2.3 2.35 2.4 2.45 2.5 2.55 2.6 2.65
Mode of expression
Connected to all
Confessions made easy
Image management
Participation
Warm relationships
Fun, enjoyment, fame, self…
Reflection of real personality
Be a part of the virtual group
Make more friends
Mean
CONCLUSION
• SOCIAL , FREEDOM OF EXPRESSION and ESSENCE OF SELF IN PARTICIPATION are the 3 factors that describe a positive behaviour of Facebook user.
• PROJECTING POSSIBLE SELF and ADDICTION TO VIRTUL COMMUNICATION are the 2 factors that describe the extended self of a Facebook user
LIMITATIONS:
• Difficulty in extracting the actual thought process of the respondents
• Many other factors apart from the ones covered are yet to be discovered as sky is the limit
• Not all respondents were exposed to their own reason of showing their extended self
REFERENCES:
• Journal of Consumer Research Inc.
Possessions and the Extended Self
Author(s): Russell W. Belk
• Misty Harris Published an article – “Awesome on Facebook, awesome in real life?
• Facebook Profiles Reflect Actual Personality, Not Self-Idealization
Mitja D. Back1, Juliane M. Stopfer1, Simine Vazire2, Sam Gaddis3, Stefan C.
Schmukle4, Boris Egloff1, and Samuel D. Gosling3
• Arkell, H., (2013) Coroner warns of dangers of Facebook after student, 19, targeted by young women bullies online hanged himself. Retrieved from http://www.dailymail.co.uk/news/article-2513782/Facebook-bullies-led-suicide-student-19-hanged-himself.html#ixzz35J0zKCYX
• Manago, A. M., Graham, M. B., Greenfield, P. M., & Salimkhan, G. (2008). Self-presentation and gender on MySpace. Journal of Applied Developmental Psychology, 29, 446–458. doi:10.1016/j.appdev.2008.07.001.
• The Real Reason Why So Many People Overshare on Facebook- By Paul Hiebert. This article originally appeared on Pacific Standard magazine's website. Future Tense is a partnership of Slate, New America, and Arizona State University.
• Blog by JESSE LEVI WEIDNER ( APPLIED SOCIAL PSYCHOLOGY – Student blog for PSYCH 424 Applied Social Psychology) who posted an article on October 25, 2011 – “ The FacebookMonster ”
6%
84%
10%
0%
AGE
BELOW 20 YEARS
20 -30 YEARS
30 - 40 YEARS
40 YEARS ANDABOVE
64%
36%
SEX
MALE
FEMALE
13
42
29
124
05
1015202530354045
MOSTLIKELY
LIKELY NEITHERLIKELY NORLESS LIKELY
LESS LIKELY LEASTLIKELY
MODE OF EXPRESSION
15
44
26
12
30
5
10
15
20
25
30
35
40
45
50
MOST LIKELY LIKELY NEITHERLIKELY NORLESS LIKELY
LESS LIKELY LEAST LIKELY
CONNECTED TO ALL
20
26
40
7 7
0
5
10
15
20
25
30
35
40
45
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
CONFESSIONS MADE EASY
22
48
6
1113
0
10
20
30
40
50
60
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
IMAGE / IMPRESSION MANAGEMENT
19
35
26
119
0
5
10
15
20
25
30
35
40
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
Participation and discussion on acute social topics
30
2625
109
0
5
10
15
20
25
30
35
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
Feeling of belonging (warm relationships)
20
35
29
11
5
0
5
10
15
20
25
30
35
40
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
Fun, enjoyment, fame, self marketing
32
22 22
1311
0
5
10
15
20
25
30
35
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
An individuals’ real personality is reflected on Facebook
5
51
32
10
20
10
20
30
40
50
60
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
Be a part of the virtual group
17
29
37
10
7
0
5
10
15
20
25
30
35
40
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
Make friends and share your thoughts easily.
3031
24
12
30
5
10
15
20
25
30
35
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
HIDE WEAKNESS
36
24
27
7 6
0
5
10
15
20
25
30
35
40
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
FEAR OF EXPRESSION
29
43
11 12
50
5
10
15
20
25
30
35
40
45
50
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
To show a camouflaged personality (young and glamorous)
19
28
41
8
40
5
10
15
20
25
30
35
40
45
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
To overcome the difficulty of real life social interaction
48
25
14
10
30
10
20
30
40
50
60
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
To fulfil aspirations of self projection (ideal self)
7
57
12
17
70
10
20
30
40
50
60
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
let facebook friends know more about you then your family
35
11
34
119
0
5
10
15
20
25
30
35
40
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
To be known to all (diaries that were once private only with close friends and family are known to all)
11
47
26
97
0
5
10
15
20
25
30
35
40
45
50
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
Try to meet one’s desired personality (Online representation influence the way we want to see
ourselves offline)
12
34
39
6
9
0
5
10
15
20
25
30
35
40
45
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
Fake projection of one’s personality
35
22
29
68
0
5
10
15
20
25
30
35
40
MOST LIKELY LIKELY NEITHER LIKELYNOR LESS
LIKELY
LESS LIKELY LEAST LIKELY
Addiction and need of virtual presence