social factors in user perceptions and responses to advertising in online social networking...
TRANSCRIPT
Social Factors in User Perceptions and Responses to Advertising in Online Social Networking Communities
Presented by:Mike SummergradRebecca Hansen
OverviewSocial networking communities encounter the severe risk that
members will feel exploited.
The industry has been under pressure to strike a balance between the need to generate advertising revenue and members’ demand for uninterrupted social experiences.
The researchers draw on sociology and advertising literature to examine how social identity and group norms of online community members may influence perceptions of and behavioral responses to advertising
Conceptual Framework1.Online Social Networking Communities
2.Social Identity
3.Group Intention
4.Group Norms
5.Perceived Ad Relevance
6.Perceived Ad Value
7.Behavioral Intentions to Accept Advertising in Online Communities
Online Social NetworksConstruct a public or semi-public
profile within a bounded system
Articulate a list of other users with whom they share a connection
View and traverse their list of connections and those made by others with the system
QUESTIONS-WHAT PERCENTAGES OF YOUR CONNECTIONS ARE FAMILY, FRIENDS OR STRANGERS?
-WHAT DO YOU DEFINE AS A COMMUNITY?
-DO YOU ONLY ADD CERTAIN COMMUNITIES ON SPECIFIC SOCIAL MEDIA CHANNELS?
Social IdentityOutlines norms, values, and beliefs
Social categorization theories imply that people develop group intentions to act or behave in a specific way toward an issue related to the group and thus maintain a positive, self-defining relationship with the group
https://en.wikipedia.org/wiki/Self-concept
QUESTIONS-HOW DO YOU DEFINE SOCIAL IDENTITY?
-HOW MUCH OF YOUR IDENTITY DO YOU PUT ONLINE?
Group IntentionCommunity members commit to participate in joint community
actions
Community sites confront mounting financial pressures for sustainability
Members should find it easier to internalize the notion that advertising is vital for sustaining the community site
EXAMPLE- PHISH PHANS -FIGHTING FOR THE REPUTATION OF CELEBRITIES OR A COMMON GROUP
http://www.buzzfeed.com/bml/the-life-of-a-phish-fan-in-a-world-that-thinks-phish-is-stup#.ofewD5V6N
http://phish.net/
Perceived Ad Relevance and ValueContextually relevant ads attract more attention and consequently
influence Internet advertising effectivenessRelevant to the main community themes
Strong advertising alignment establishes explanatory links that help consumers determine the advertiser-consumer connection
http://bit.ly/1HnJb5J
QUESTIONS-WHAT TYPES OF ADS DO YOU CLICK ON?
-DO YOU THINK ADVERTISERS ARE CREDIBLE?
-ARE THERE OTHER WAYS IN WHICH COMMUNITY SITES SHOULD SEEK FINANCIAL HELP?
Ad Blockers
http://blog.pagefair.com/2015/ad-blocking-report/
Ad Blockers●There are 198 million AdBlock users around the world, growing by
41% globally in the last year
●While the sector is growing, many internet users are still unaware of the numerous way to block ads such as opting out or ad-blocking plugins
●iOS recently just allowed their first mobile AdBlock apps onto their App Store, marking a big shift in mobile ad-blocking
This Study Aims to Explore:1.How community members perceive and react to advertising in
community sites
2.How group intentions to accept advertising shapes community members’ perceptions
3.How a conceptual model can illuminate the key factors that underlie community members’ responses
MethodSubjects and Procedures
Study took place in China
Participants
327 recruited by snowball procedure
Ages 22 to 31
Must have been on community website for at least three months
Online Social Networking Communities
QQ-Zone
Tianya Club
Mop Space
https://pt.wikipedia.org/wiki/Qzone
http://www.tianya.cn
DiscussionImportance of Social Identity and Group Norms
The stronger the social identity possessed by online community members, the more likely they are to develop group intentions to accept advertising in online communities.
Perceived Relevance and Value of Advertising in Online CommunitiesWhen users perceive community advertising as more relevant to the theme of
community and thus more congruent to the extension of their social identities, they regard that advertising as more valuable and exhibit more possible behavioral responses to it.
Resources:http://jiad.org/article121.html
http://www.tianya.cn
https://pt.wikipedia.org/wiki/Qzone
https://twitter.com/SreyoD
https://twitter.com/lmolaughlin
https://twitter.com/ameliabronwyn
http://www.buzzfeed.com/bml/the-life-of-a-phish-fan-in-a-world-that-thinks-phish-is-stup#.ofewD5V6N
Resourceshttp://phish.net/
http://blog.pagefair.com/2015/ad-blocking-report/
https://www.flickr.com/photos/51764518@N02/13336085464/in/photolist-mjsVA1-na1b2B-mjLJ2o-dr77HW-6Nx47-4PVb4w-4PQUwD-ubh4w6-5WEopj-euBfGE-jNMi55-7RKRqa-iqUNF-7L8b1C-eKmVbD-5R2xos-ve1RZ9-oBovZF-9p9eiR-5sCFGj-nce9xB-4EcJzg-t3xxJ-yjRrvm-bVp3cN-nGPmrU-48P7Ua-r7s54X-4KYVL5-avrdc2-9oKzV-gtaJc1-7oe4o3-7oe4xw-4AsBqv-SD7A2-njivz1-983Vm5-7mMkpf-48P7QP-aFdkUZ-7Qe7MV-eaRxQg-93QfBE-4JVa-vLeW4R-4TQZoA-6ocpGG-6ZNmkd-7S4AW3
https://en.wikipedia.org/wiki/Self-concept