The generation of virtual needs: Recipes for satisfaction in social media networking

Krishen, Anjala S.; Berezan, Orie; Agarwal, Shaurya; Kachroo, Pushkin

doi:10.1016/j.jbusres.2016.04.120

Cited by 97 publications

(86 citation statements)

References 29 publications

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“…To identify circumstances that maximize the experiences of social network members, this study builds on components identified in research on social networking (Koh et al, 2003;Krishen, Berezan, Agarwal & Kachroo, 2016). This study examines the effect of a sense of virtual community on the satisfaction with a social network and subsequently on the attitude toward it.…”

Section: Discussionmentioning

confidence: 99%

“…Overall, the four aspects of a sense of community discussed by McMillan and Chavis () remain consistent across community types, both face‐to‐face and virtual. The research regarding social media networking demonstrates the importance of a sense of belonging, interactivity, affinity, and innovativeness through the lens of self‐determination theory (Berezan, Krishen, Agarwal, & Kachroo, ; Krishen, Berezan, Agarwal & Kachroo, ). Our research, therefore, builds on the sense of community framework that is contextualized in a social media network.…”

Section: Study 2 (Quantitative)—theoretical Framework and Hypothesesmentioning

confidence: 99%

“…Krishen et al () find that having a sense of belonging during the social media experience is critical to motivating the use of social media and providing a satisfying experience. Furthermore belonging, interactivity, and innovativeness are all base expectations for the use of social media that depends on the generational cohort (Krishen, Berezan, Agarwal & Kachroo, ). In their study of tourists' intention to visit and shop, Lo and Qu () advance the relationship between satisfaction and behavioral intention by showing that it is mediated by the attitude toward the behavior.…”

Section: Study 2 (Quantitative)—theoretical Framework and Hypothesesmentioning

confidence: 99%

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Feelings and functionality in social networking communities: A regulatory focus perspective

Krishen

Berezan

Raab

2019

Psychology and Marketing

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A sense of community is vital to the sustainability of both face‐to‐face and virtual communities. In this study, we use a mixed methods design to study the motivations that lead to satisfaction in a social media network. In Study 1, we semantically analyze the qualitative comments from a survey regarding the reasons for using social networks (n = 237). Consistent with the literature, the results identify two categories of underlying motivations—hedonic (feelings) and utilitarian (functionality). With these results, we apply regulatory focus theory in Study 2 to propose a structural equation model ( n = 622). This model differentiates between the experiences of promotion‐ and prevention‐focused individuals with social networking based on the core elements of feelings versus functionality . Our findings indicate that a sense of belonging and emotional connection are key hedonic elements and are more relevant for promotion‐focused individuals. For prevention‐focused individuals, the utilitarian and functional aspects of interactivity (influence) and innovativeness (risk) are more important in influencing satisfaction with a social network. Overall, positive and innovative user experience with a social media network requires the creation of an emotional connection, the existence of interactivity between members, and the cultivation of a sense of belonging.

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Section: Discussionmentioning

confidence: 99%

Section: Study 2 (Quantitative)—theoretical Framework and Hypothesesmentioning

confidence: 99%

Section: Study 2 (Quantitative)—theoretical Framework and Hypothesesmentioning

confidence: 99%

See 1 more Smart Citation

Feelings and functionality in social networking communities: A regulatory focus perspective

Krishen

Berezan

Raab

2019

Psychology and Marketing

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“…The structured survey provided the assessment factors of advertising campaigns on social media networks. The experts were asked to assess the significance of these factors in the scale [1,5], where 1 stands for an unimportant factor, 2 means a more unimportant than important factor, 3 means a factor that is neither important nor unimportant, 4 means more important than unimportant, and 5 stands for important. In the structured survey, the experts were also asked to indicate the average duration of advertising campaigns on social networks, the average monthly budged of the advertising campaign, the number of loyal customers, the average time spent to evaluate the effectiveness of the advertising campaign, the problems that are encountered when evaluating advertising campaigns on social networks, methods and tools to evaluate the campaigns.…”

Section: Research Methodology Of Advertising Campaigns On Social Medimentioning

confidence: 99%

Evaluation of Advertising Campaigns on Social Media Networks

et al. 2018

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Abstract:As the virtual environment is constantly changing, not only users' informational and knowledge needs but also the means and channels of communication with customers applied by organizations change. There is a noticeable trend to move more and more advertising campaigns to social media networks because of the opportunities they provide to organizations and users, which results in the ever-increasing popularity of social media networks and a number of their users. Such a transition is explained by one of the main objectives organizations have: to inform their customers in an appropriate way and receive feedback on social media networks, which is difficult when traditional advertising channels and means are applied. Since advertising campaigns on social media networks are evolving rapidly, their assessment factors and methods, which receive controversial opinions in both scientific literature and practice, change too. Researchers assess and interpret the factors that influence the effectiveness of advertising campaigns on social media networks differently. Thus, a problem arises: how should we evaluate which approach is more capable of accurately and fully reflecting and conveying reality? In this research, this problem is studied by connecting approaches of different researchers. These approaches are linked to the effectiveness assessment of advertising campaigns on social media network aspects. To achieve the objective of this study, such research methods as analysis of scientific literature, multiple criteria and expert assessment (a structured survey and an interview) were applied. During the study, out of 39 primary assessment factors, eight primary factors that influence the effectiveness of advertising campaigns on social media networks were identified: sales, content reach, traffic to website, impressions, frequency, relevance score, leads and audience growth.

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“…For instance, IKEA Hackers community is a context within which customers share online their experiences with peer customers and independent information sources (Baxendale, Macdonald, & Wilson, 2015;Lemon & Verhoef, 2016). In this context, customers interact with one another and share experiences and knowledge, exchanging advice relying on electronic word of mouth (Krishen, Berezan, Agarwal, & Kachroo, 2016). While such interactions can significantly influence the customer's experience and perception of the company and the brand, it is difficult for the company to control them.…”

Section: Introductionmentioning

confidence: 99%

Effects of Firm Presence in Customer-Owned Touch Points: A Self-Determination Perspective

Yakhlef¹,

Nordin²,

Dahlgren³

2018

GMFC

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Customer-owned touch points have emerged as a central context for customers to consume, contribute, and create content while interacting with one another on social media. Research on how firms' attempts to intervene in such forums affect customers' experience supremacy is still in its infancy. This study attempts to address this limitation, suggesting a framework for understanding firms' impact on customer experience in customer-owned forums. Towards this aim, we adopt self-determination theory as a theoretical lens, and, empirically draw on interview material gleaned from customer-owned touch point users. The results show that companies' attempt to control the discussions in such forums may have a negative impact on customers' experiences when it undermines their sense of autonomy, relatedness, and competence. However, firms' intervention is welcome when the intention is to add value, enabling customers to retain or enhance their feeling of self-efficacy and social esteem.

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The generation of virtual needs: Recipes for satisfaction in social media networking

Cited by 97 publications

References 29 publications

Feelings and functionality in social networking communities: A regulatory focus perspective

Feelings and functionality in social networking communities: A regulatory focus perspective

Evaluation of Advertising Campaigns on Social Media Networks

Effects of Firm Presence in Customer-Owned Touch Points: A Self-Determination Perspective

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