• Journal of Distribution Science
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• v.20 no.5
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• pp.75-84
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• 2022

Purpose: The paper employs the theory of planned behaviour, social identity theory, social presence theory, and social exchange theory to propose a model for using the social media platform Facebook in distributing information in universities. Research design, data and methodology: Data were obtained from 618 students at Hanoi University of Industry (HaUI) in Vietnam. The study used structural equation modeling in SPSS and the statistical analysis software AMOS version 24 to explore the information distribution role of Facebook. Results: Findings reveal that subjective norms and social presence play a key role in driving students to use Facebook for studying. In addition, university administrators can boost student satisfaction and academic achievement through Facebook. Interestingly, students who strongly identify with the brand name of the university have a strong connection with the university are more likely to engage in behaviors supportive toward the university. Conclusions: These findings show that Facebook had played a key information distribution role in universities. Thus, the study provides the executive board of the university and teachers can gain new understanding of why students employ Facebook for studying as well as capitalize on the platform to improve several operational metrics such as brand identification, student satisfaction, and academic achievement.

• Journal of Internet Computing and Services
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• v.15 no.2
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• pp.73-85
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• 2014

This study analyzed the profile of a Facebook account to examine how personal information is revealed and what kinds of factors influence personal information revelation. Categories of user's profile on Facebook were analyzed and two dimensions were developed; the degree that how much personal information is revealed and the network limits that personal information is accessed. Main variables to determine personal information revelation are Facebook privacy concern and uses for social relationships along with gender, the duration of Facebook use, and average time of use. Data were collected from college students. Factor analysis produced two factors of Facebook privacy concern, Facebook privacy concern with users and Facebook privacy concern with the Facebook system. Regression analyses were performed to identify significant determinants of the degree of information revelation and the network limits of personal information. The results found out that the degree of personal information revelation is explained by gender, the duration of use, and use for social relationships while the network limit is explained by the duration of use and Facebook privacy concern with users. Worthy of notice is that use for social relationships and Facebook privacy concern with the Facebook system offset each other. The implications of the results are discussed. Additionally and finally the categories of profiles are graphically re-grouped to show how personal information revelation is associated with social relationship generation and maintenance.

• ETRI Journal
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• v.40 no.1
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• pp.146-155
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• 2018

This study aimed to examine predictors of the intention to protect personal information on Facebook. We conducted an online survey of 679 Facebook users in the Republic of Korea. The findings of this study showed that usefulness and ease of use had significant effects on attitudes toward protection behavior. The results also revealed that risk factors (privacy risk severity and vulnerability) had significant effects on protective behaviors. Based on our findings, we discussed the information protection of privacy on Facebook.

• Journal of Information Science Theory and Practice
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• v.11 no.1
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• pp.49-60
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• 2023

This study endeavors to answer four research questions: (a) Who are the celebrities? (b) How popular are they? (c) What do they post on social media platforms? (d) How do their followers react to them? Following quantitative methods, this study analyzes the top 195 Facebook celebrities of Bangladesh and their 9,441 Facebook posts' interactions. The result suggests that actors, music-related celebrities, and sports stars are the most popular celebrities. While male celebrities have a higher frequency, female celebrities have higher average followers than their male counterparts. Celebrities mostly share photos on Facebook, perhaps to recreate their public images and provide regular updates to their followers. The followers also engage the most in photos with affection and surprise reactions. Their reactions to celebrities' Facebook content are highly positive. Some strengths and limitations of this study are also discussed.

• Journal of Digital Convergence
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• v.17 no.2
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• pp.81-89
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• 2019

The purpose of this paper was to investigated the effect of the constituents of Facebook advertisement on ad fitness recognition and WOM intension. In addition, we confirmed the mediating effect of ad fitness recognition. For this purpose, data were collected for Facebook 371 users. The research method used factor analysis and covariance structure analysis. The results of this study were as follows: First, the advertising interest characteristics of Facebook ads had a significant effect on ad fitness and word-of-mouth intension. Second, personalized fit informational attributes of Facebook ads had a significant effect on ad fitness and WOM intension. Third, the perceived responsiveness had a significant effect on perceived fitness of advertisement and WOM intention. Fourth, perceived fitness recognition of Facebook advertisement had a significant effect on WOM intension. The results of this study provide consumers with information on what to consider when creating an identity advertisement and effective advertisement as Facebook advertisement.

• International Journal of Advanced Culture Technology
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• v.8 no.2
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• pp.139-145
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• 2020

Individual personality traits are key factors that affect users' self-disclosure on SNS. We examined the relationship between an individual personality trait (i.e., narcissism) and three dimensions of self-disclosure behavior on Facebook (i.e., intention, level, and control of self-disclosure). A total of 261 Facebook users completed an online survey. The findings showed that more narcissistic individuals engage in deeper levels of self-disclosure and do so with greater intentionality than previous research indicated. More interestingly, narcissistic users simultaneously tend to control their expressions in public by concealing who they really are. Overall, these findings suggested that the self-disclosures on Facebook must not investigated by a single dimensions for better understanding of psychological dynamics of it users. In addition, the present research suggested that the narcissism should not be regarded as a predictor which simply gives either a positive or negative influence on self-disclosing behaviors in SNS.

• Journal of Distribution Science
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• v.17 no.8
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• pp.99-106
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• 2019

Purpose - Marketing has shifted towards communicating tailored messages and brand contents to consumers with the rise of the Internet and smartphones. These technologies and the brand contents provide the e-tailers with opportunities for brand loyalty and online shopping via SNS, especially Facebook. Thus, this study attempts to scrutinize the effects of the characteristics of brand contents on consumers' engagements. As well, Facebook allows global communication, and yet, Eastern and Western people still live under different cultures. Therefore, this study attempts to compare Germans and Koreans on Facebook. Research design, data, and methodology - 225 survey data were collected from Germany and Korea. The effects of Vividness, Entertainment, Credibility, and Relevance on Engagement in brand contents and the moderating effect of nationality were examined with the hierarchical multiple regression analysis. Results - Vividness and Entertainment are the most important characteristics to engage consumers in the brand contents regardless of nationality. However, Relevance is more important to Germans while Entertaining and Vividness are to Koreans. Conclusions - To engage young Facebook users and let them shop online, entertaining and vivid brand contents will be effective. Tailored brand contents are essential for users from different cultures on Facebook.

• The Journal of Information Systems
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• v.24 no.4
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• pp.99-116
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• 2015

Purpose One of the main characteristics of Social Network Service(SNS) is that users in an open space makes posts through voluntary participation and sharing among them. This makes SNS a very attractive channel to companies that need to send their messages to consumers. As a matter of fact, there are many companies doing marketing activities through a platform of Fan Page as a space for corporations and consumers to act together. This study defines the values and types of companies' advertising posts on Facebook, empirically analyzes the results of them, and investigates factors that could enhance the customer engagement. Design/methodology/approach A research model was built to demonstrate which values and types of posts were combined by corporations' posts on Facebook and create their messages and which of those combinations would lead to high results of customer engagement. Findings The results show differences in the values of posts between the group of high customer engagement and the other group on Facebook. This study makes its contribution by conducting elaborate analysis of posts on Facebook and thus proposing marketing strategies that companies, which had difficulties with systematic marketing activities due to cost limitations, could use on Facebook.

• The Journal of Information Systems
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• v.26 no.2
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• pp.1-23
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• 2017

Purpose Facebook is a social network service that has the highest number of Monthly Active Users around the world. Hence, marketers have selected Facebook as the most important platform to get customer engagement. With respect to the customer engagement enhancement, the most popular and engaging post type in the Facebook brand fan pages related to what was usually classified as 'sweepstakes'. Sweepstakes refer to a form of gambling where the entire prize may be awarded to the winner. Which makes customers more engaged with the brand. This study aims to explore sweepstakes-oriented social media marketing approaches based on the application of big data analytics. Design/methodology/approach we collect sweepstakes data from each company based on the data crawling from the Facebook brand fan pages. The output of this study explains how companies in each category of FCB grid can design and apply sweepstakes for their social media marketing. Findings The results show that they have one thing in common across the four quadrants of FCB grid. Regardless of the quadrants, most frequently observed type is 'Simple/Quiz or Comments/Quatrains [event type of sweepstakes] + Gifticon [type of reward prize] + Image [type of message display] + No URL [Link toother website] +Single-Gift-Offer [type of reward prize payment]'. So, if the position of the brand is hard to be defined by the FCB grid model, then this general rule can be applied to all types of brands. Also some differences between the quadrants of the FCB grid were observed. This study offers several research implications by analyzing Sweepstakes-oriented social media marketing approaches in Facebook brand fan pages. By using the FCB grid model, this study provides guidance on how companies can design their sweepstakes-oriented social media marketing approaches in the context of Facebook brand fan pages by considering their context.

• Journal of Digital Convergence
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• v.16 no.3
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• pp.169-179
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• 2018

This study aimed to investigate the effects of user experience on Facebook acceptance behavior and advertising acceptance behavior. For the study, a survey was conducted among 367 male and female college students who use Facebook. In the results, first, functionality, usability, and pleasurable had positive effects on Facebook attitude, usability and pleasurable on flow, and reliability, usability, and pleasurable on the intent for continuous use. Second, functionality had a negative effect on advertising invasiveness while pleasurable had a positive effect on advertising attitude and no significant effect on advertising avoidance. The findings in this study provide basic data that can be used by various companies that use Facebook and advertising on Facebook for developing marketing strategy. In addition, future studies are expected on considering various variables related to user experience.