relationship characteristics on social network sites
DESCRIPTION
Presentation of a study on the topic: "The mediating and moderating role of relationship characteristics in determining information value on social network sites"TRANSCRIPT
![Page 1: Relationship Characteristics on Social Network Sites](https://reader034.vdocuments.us/reader034/viewer/2022042701/559d3dd61a28ab1a078b4771/html5/thumbnails/1.jpg)
by Ksenia Koroleva
6th of December, 2013
THE MEDIATING AND MODERATING ROLE OF
RELATIONSHIP CHARACTERISTICS IN
DETERMINING INFORMATION VALUE ON
SOCIAL NETWORK SITES
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2
• Facebook is the largest database of
social information. Each day:
2.7 billion likes
300 million photos
• Stream communication allows users to
get a lot of information in a short time
• Filtering algorithms ensure that users
get the right information
• Rationality: is the information we want
the information that we need?
MOTIVATION
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CAUSES AND COSEQUENCES OF INFORMATION OVERLOAD:
A QUALITATIVE STUDY
advanced
active
Information Characteristics
Network Characteristics
AMOUNT
- detail [17]
- frequency [27]
NETWORK
- size [16]
- structure [6]
VALUE
- novelty [47]
- interest [24]
UNDERSTAND-
ABILITY [7]
DISTANCE [15]
RELATIONSHIP
- strength [45]
- attraction [11]
- intensity [7]
COGNITIVE [47]
AFFECTIVE [30]
CONATIVE [15]
INFORMATION OVERLOAD
PERCEPTION
STRATEGIES AND ACTIONS
HIDE [15]people/
information
passive
DRIVING CONDITIONS
cognitive HEURISTICS
[36]
DEACTIVATE account [5]
OMISSION [7]
control of SELF-
BEHAVIOR [9]
DELETE [11]people/
information
ex-anteNETWORK
CONTROL [5]
FAILED ACTION [11]
INTERVENING CONDITIONS
Impact on Newsfeed ACTIVITY [17]
Impact on Newsfeed ATTITUDE [21]
REVERSAL [4]
Influence on SOCIAL CAPITAL
[10]
Change in INFORMATION
LOAD [12]
Change in INFORMATION
QUALITY [4]
Technology [9]
CAUSAL CONDITIONS
Skills/Knowledge [6]
Time Pressure [20]
Social Pressure [11]
Social Capital [7]
Information Longing [20]
Contact Facilitation [9]
Keeping in touch [15]CONSEQUENCES
DIS-/SATISFACTION [13]
Koroleva, K., Krasnova, H. and Gu ̈nther, O. 2010. ‘Stop Spamming Me!’ – Exploring Information Overload on Facebook, in Proceedings of the
Americas Conference on Information Systems (AMCIS 2010), AIS Electronic Library, Paper 447. 3
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SOCIAL CONTEXT CUES IN SNS
Referrals/Tags
Comments
‘Likes’
Time and Place
Post Type
Verbal indicator
Relational cue
4
Profile
Information
Friends & Network
Overlap
Recent activity and
interests
![Page 5: Relationship Characteristics on Social Network Sites](https://reader034.vdocuments.us/reader034/viewer/2022042701/559d3dd61a28ab1a078b4771/html5/thumbnails/5.jpg)
DETERMINANTS OF INFORMATION VALUE
Information Value
Relationship Characteristics
Similarity
Tie Strength
Information Characteristics
Social Information
Ratings
Comments
Media Type
Photos
Links
Text
5
Which information do users value on SNS?
How do relationship and information characteristics interact with each other?
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SOCIAL INFORMATION
• Non-verbal cues
• Positive emotions
• Socially acceptable behavior
• Higher effort to process
• Negative emotions
• No shared context
Salancik and Pfeffer 1978
Schmitz and Fulk 1991
Schöndienst and Dang-Xuan 2012
Ratings/’Likes’ Comments
Def.: Social Information – statements and interpretations of others in the social environment
6
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TIE STRENGTH
• Limited non-verbal cues
• Alternative channels
• Low cost of maintenance
• Diversity of information
• Easy transfer of information
• Tacit information
• Relevant information
• Frequent communication
Granovetter 1982
Hansen 1999, 2002
Carpenter 2003
Def.: Tie Strength – frequency and depth of interaction (Mardsen and Campbell 1984)
7
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HOMOPHILY/SIMILARITY
Def.: Homophily – tendency for friendships to form between those who are alike in some
designated respect (Lazarsfeld and Merton 1954)
- Value Homophily vs. Status Homophily
8
• More trustworthy
• Less effort in processing
• Increases with tie strength
• Affective relationships
Heterophilous ties:
• Diverse
• Complementary
• Instrumental relationships
McPherson et al. 2001
Lazarsfeld and Merton 1954
Rivera et al. 2010
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• Facebook application
Objective data collected automatically (multimedia type, comments, likes)
Subjective data through a survey (information value, tie strength, similarity)
• Sample
• 141 users (52% female & 48% male, age mean: 27)
• Each person evaluates up to 6 posts (5.88 on average), randomly selected from the Newsfeed
• In total, 851 observations
9
STUDY DESIGN
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INFORMATION VALUE
10
Feelings, emotions evoked by the information
6 pt ordinal scale: Like very much – dislike very much
Affective Value
Evaluation of the information per se, its value
6 pt ordinal scale: Very useful – very useless
Cognitive Value
• Correlated (0,62)
• BUT! can be empirically distinguished
% of sample
dislike very much 3.64%
dislike 9.17%
slightly dislike 17.86%
slightly like 36.08%
like 23.97%
like very much 9.28%
100.00%
% of sample
very useless 24.32%
useless 21.74%
slightly useless 17.16%
slightly useful 22.21%
useful 10.46%
very useful 4.11%
100.00%
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TIE STRENGTH VS. SIMILARITY
11
tie strength
% of sampleweak strong
similarity
nothing in common 7% 0% 7%
hardly anything in common 20% 2% 22%
something in common 34% 17% 51%
quite a lot in common 4% 11% 16%
very much in common 0% 4% 4%
66% 34% 100%
• Homophily is stronger in closer relationships, correlation (0,5)
• BUT! Can be empirically distinguished
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MODERATION WITH TIE STRENGTH
12
Random effects Ordered Probit, N=851
* p<0.1; ** p<0.05; *** p<0.01
Affective Cognitive Affective
Value
Cognitive
Value
Affective
Value
Cognitive
Value
Likes 0.050 (0.010)***
0.050 (0.010)***
0.051
(0.010)***
0.050
(0.010)***
0.069
(0.013)***
0.059
(0.013)***
Comments -0.012 (0.008)
-0.016 (0.008)**
-0.007 (0.008)
-0.011 (0.008)
-0.015 (0.009)*
-0.020 (0.009)**
Photos
(w.r.t.status)
0.314 (0.108)***
0.374 (0.110)***
0.317
(0.109)***
0.368
(0.110)***
0.131
(0.139)
0.222
(0.144)
Links
(w.r.t.status)
-0.033 (0.086)
0.379 (0.088)***
0.022
(0.086)
0.436
(0.089)***
-0.085
(0.107)
0.392
(0.110)***
Tie Strength 0.596
(0.084)***
0.520
(0.084)***
0.335
(0.174)*
0.264
(0.179)
Likes*Tie Strength -0.055
(0.021)***
-0.025
(0.021)
Comments*Tie Strength
0.027 (0.016)*
0.029 (0.016)*
Photos*Tie Strength 0.547
(0.234)**
0.402
(0.236)*
Links*Tie Strength 0.352
(0.190)*
0.132
(0.194)
_cut1 -1.927
(0.126)***
-0.630
(0.105)*** -1.717 (0.130)***
-0.417 (0.111)***
-1.810 (0.140)***
-0.501 (0.123)***
_cut2 -1.185
(0.103)***
0.075
(0.104) -0.966 (0.109)***
0.305 (0.110)***
-1.055 (0.120)***
0.221 (0.123)*
_cut3 -0.482
(0.096)***
0.593
(0.105)*** -0.242 (0.103)**
0.836 (0.113)***
-0.329 (0.115)***
0.753 (0.126)***
_cut4 0.559 (0.096)***
1.439 (0.113)***
0.843 (0.106)***
1.705 (0.122)***
0.759 (0.118)***
1.623 (0.135)***
_cut5 1.550 (0.109)***
2.247 (0.134)***
1.879 (0.121)***
2.538 (0.144)***
1.805 (0.132)***
2.456 (0.154)***
rho 0.160
(0.035)***
0.250
(0.040)***
0.171 (0.035)***
0.248 (0.040)***
0.164 (0.035)***
0.239 (0.040)***
R2 0.04 0.05 0.9 0.10 0.10 0.11
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MODERATION 1: LIKES*TIE STRENGTH
13
NB! the values of the dependent variable displayed on the plot are calculated based on the assumption of
a continuous dependent variable (not ordinal)
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MODERATION 2: COMMENTS*TIE STRENGTH
14
NB! the values of the dependent variable displayed on the plot are calculated based on the assumption of
a continuous dependent variable (not ordinal)
![Page 15: Relationship Characteristics on Social Network Sites](https://reader034.vdocuments.us/reader034/viewer/2022042701/559d3dd61a28ab1a078b4771/html5/thumbnails/15.jpg)
MODERATION WITH SIMILARITY
15
Random effects Ordered Probit, N=851
* p<0.1; ** p<0.05; *** p<0.01
Affective Cognitive Affective Cognitive Affective Cognitive Likes 0.050
(0.010)***
0.050
(0.010)***
0.045
(0.010)***
0.044
(0.010)***
0.043
(0.010)***
0.043
(0.010)***
Comments -0.012 (0.008)
-0.016 (0.008)**
-0.007 (0.007)
-0.013 (0.008)
-0.007 (0.008)
-0.012 (0.008)
Photos
(w.r.t. status)
0.314
(0.108)***
0.374
(0.110)***
0.307
(0.110)***
0.335
(0.111)***
0.309
(0.110)***
0.316
(0.113)***
Links
(w.r.t. status)
-0.033
(0.086)
0.379
(0.088)***
-0.032
(0.086)
0.397
(0.088)***
-0.024
(0.086)
0.397
(0.088)***
Similarity
(centered)
0.597
(0.047)***
0.502
(0.048)***
0.441
(0.101)***
0.272
(0.107)**
Likes*Similarity 0.003
(0.011)
-0.003
(0.011)
Comments*Similarity 0.002 (0.008)
0.010 (0.008)
Photos*Similarity 0.325
(0.122)***
0.391
(0.130)***
Links*Similarity 0.235
(0.105)**
0.257
(0.110)** _cut1 -1.927
(0.126)***
-0.630
(0.105)***
-2.088
(0.130)***
-0.676
(0.104)***
-2.086
(0.129)***
-0.674
(0.104)***
_cut2
-1.185
(0.103)***
0.075
(0.104)
-1.297
(0.105)***
0.069
(0.103)
-1.293
(0.104)***
0.074
(0.102)
_cut3 -0.482
(0.096)***
0.593
(0.105)***
-0.530
(0.096)***
0.622
(0.105)***
-0.525
(0.095)***
0.626
(0.104)***
_cut4
0.559
(0.096)***
1.439
(0.113)***
0.622
(0.096)***
1.534
(0.114)***
0.628
(0.096)***
1.541
(0.114)***
_cut5
1.550
(0.109)***
2.247
(0.134)***
1.735
(0.113)***
2.418
(0.139)***
1.752
(0.113)***
2.431
(0.139)***
rho
0.160
(0.035)***
0.250
(0.040)***
0.141
(0.034)***
0.229
(0.039)***
0.135
(0.034)***
0.218
(0.039)***
R2 0.04 0.05 0.20 0.18 0.22 0.19
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MODERATION 1: PHOTOS * SIMILARITY
16
NB! the values of the dependent variable displayed on the plot are calculated based on the assumption of
a continuous dependent variable (not ordinal)
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MODERATION 1: LINKS * SIMILARITY
17
NB! the values of the dependent variable displayed on the plot are calculated based on the assumption of
a continuous dependent variable (not ordinal)
![Page 18: Relationship Characteristics on Social Network Sites](https://reader034.vdocuments.us/reader034/viewer/2022042701/559d3dd61a28ab1a078b4771/html5/thumbnails/18.jpg)
MEDIATION
18
Random effects Ordered Probit, N=851
* p<0.1; ** p<0.05; *** p<0.01
Affective Cognitive Affective Cognitive Affective Cognitive
Likes 0.050 (0.010)***
0.050 (0.010)***
0.051 (0.010)***
0.050 (0.010)***
0.045 (0.010)***
0.045 (0.010)***
Comments -0.012 (0.008)
-0.016 (0.008)**
-0.007 (0.008)
-0.011 (0.008)
-0.007 (0.008)
-0.012 (0.008)
Photos
(w.r.t. status)
0.314 (0.108)***
0.374 (0.110)***
0.317 (0.109)***
0.368 (0.110)***
0.308 (0.110)***
0.336 (0.111)***
Links
(w.r.t. status)
-0.033 (0.086)
0.379 (0.088)***
0.022 (0.086)
0.436 (0.089)***
-0.022 (0.087)
0.408 (0.089)***
Tie Strength (1-strong, 0-weak)
0.596 (0.084)***
0.520 (0.084)***
0.110 (0.094)
0.115 (0.096)
Similarity (centered)
0.568 (0.053)***
0.470 (0.055)***
_cut1 -1.927 (0.126)***
-0.630 (0.105)***
-1.717 (0.130)***
-0.417 (0.111)***
-2.042 (0.135)***
-0.627 (0.113)***
_cut2
-1.185
(0.103)***
0.075
(0.104)
-0.966
(0.109)***
0.305
(0.110)***
-1.251
(0.112)***
0.120
(0.111)
_cut3 -0.482 (0.096)***
0.593 (0.105)***
-0.242 (0.103)**
0.836 (0.113)***
-0.483 (0.104)***
0.673 (0.114)***
_cut4
0.559
(0.096)***
1.439
(0.113)***
0.843
(0.106)***
1.705
(0.122)***
0.671
(0.105)***
1.586
(0.123)***
_cut5
1.550 (0.109)***
2.247 (0.134)***
1.879 (0.121)***
2.538 (0.144)***
1.787 (0.122)***
2.472 (0.146)***
rho 0.160
(0.035)***
0.250
(0.040)***
0.171
(0.035)***
0.248
(0.040)***
0.144
(0.035)***
0.229
(0.039)***
R2 0.04 0.05 0.09 0.10 0.20 0.18
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MEDIATION
19
Tie Strength
Similarity
Affective Value
Sobel test statistic: 0,528 (0,06)***
Similar effect with Cognitive value
Proportion of the effect that is mediated: 0,92 affective; 0,83 cognitive
0,933 (0,06)***
0,048 (0,09)
0,565 (0,05)**
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SUMMARY: 5 COMMANDMENTS
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1. Similarity: I like it because I’m like you!
2. Likes: I like it because everyone likes it
3. Comments create information overload (need more explanation!)
4. A picture is worth a thousand words
5. I don’t necessarily like links, but they can be useful, especially if I’(m) like you!
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THANK YOU!
QUESTIONS? COMMENTS?