How to intensify the individual's feelings of belonging to a social networking site?

Abstract

Purpose -This paper aims to test an interaction effects model that includes perceived community support, community satisfaction, and post-adoption behaviours by analysing a social networking site called Tuenti. Inclusion of routinisation as a moderator allows, in particular, the overcoming of inconsistencies of relationships among key drivers found in previous studies. Design/methodology/approach -The research uses partial least squares to estimate the parameters of the interaction effects model. Findings -Overall, community satisfaction leads Tuenti members to develop community participation and feelings of belonging, and identification with other members. In particular, routinised behaviours predispose members to a higher influence of community satisfaction on community integration -reducing the main effect of perceived support. The higher community satisfaction also results in a lower influence of perceived support on active participation. Originality/value -Although previous research provides evidence of the possible effects of perceived community support and satisfaction on social behaviours, a review of the literature reveals that there are still very few published studies that analyse the interaction effects of community satisfaction and routinisation and consequently, improve the explanatory power of the theoretical framework.

Problematic Social Media Use and Social Connectedness in Adolescence: The Mediating and Moderating Role of Family Life Satisfaction

“…Among a small minority, the use of the Internet can lead to future addiction, which may prevent such individuals from building healthy social relationships (Wolfrad and Doll 2001). Sanchez-Franco et al (2012) investigated how social media affects individuals' social connectedness to society. They found that using social media applications increases the participation and connectedness of the users to the society.…”

Brand community integration, participation and commitment: A comparison between consumer-run and company-managed communities

“…Due to the multiplicity of forms that participation in a social group such as a brand community can assume, it is not surprising that when brand community participation is implied in empirical studies, this concept is defined and operationalized in many different ways. These include the intentional or actual level of engagement with the brand community (Bagozzi & Dholakia, 2006;Sánchez-Franco, Buitrago-Esquinas, & Yñiguez, 2012;Hwang, Han, & Hyun, 2018;Carlson, Wyllie, Rahman, & Voola, 2019); the participation in a community's traditions, rituals and activities (Madupu & Cooley, 2010;Hedlund, 2014;Hwang et al, 2018); the frequency with which members take part in community life (Pai & Tsai, 2011) and the time spent within it (Carlson et al, 2019); the willingness to respond to calls (Sánchez-Franco et al, 2012), to exchange information (Yeh & Choi, 2011;Chang, Hsieh, & Lin, 2013;Pasternak et al, 2017) and to help others (Casaló et al, 2007;Yeh & Choi, 2011;Pai & Tsai, 2011;Chang et al, 2013;Carlson et al, 2019); the active role in value co-creation activities (Nambisan & Baron, 2009;Liao et al, 2017) or -more generally -the willingness of community members to engage in pro-brand community citizenship behaviors (Wong, Yacine Haddoud, Kwok, & He, 2018).…”

The Configurations of Informal Institutions to Promote Men’s and Women’s Entrepreneurial Activities

“…Model 4F shows women entrepreneurs are required to join a network of existing entrepreneurs which may guide and help them to discover new business opportunities as well as build their confidence to ensure that starting a business is a feasible career option. In this context, existing network members are required to enhance the sense of participation and develop the feelings of belongingness with new members which may strengthen the associational ties among network members that would be a source of satisfaction and confidence for new entrants ( Sánchez-Franco et al, 2012 ). Accordingly, these networking ties may help women entrepreneurs to find new market niches which might be untapped by the traditional men-owned enterprises.…”