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How many likes are good enough? an evaluation of social media performance: a structured abstract
2019 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

The rapid acceptance of social media across consumers of all age groups has prompted researchers to examine the social and psychological effects that social media usage may have on its users. Empirical research concerning the effects of social media usage remains relatively exploratory in nature and lacks the solid foundation of longitudinal research. Users of social networking sites often feel inadequate about their own life or achievements. These feelings of social inadequacy often stem from a constant evaluation of oneself relative to others in their online social network. Humans possess a fundamental drive to compare themselves with others and social media creates a readily accessible platform for comparison. In light of the constant social comparisons taking place on social media, the content that social media users choose to post is often selectively chosen in order to project a certain image of themselves. As such, all user-generated content is often self-evaluated based on the ‘performance’ of the content. Individuals often evaluate the performance of their online content based on the presence or lack thereof of an immediate reaction from their online community. The performance of social media content has been shown to have an effect on its users. This paper is the first attempt to conceptually delineate the parameters of “Social Media Performance” and formalize this evaluation. In particular, this paper argues that Social Media Performance is able to influence a social media users’ attitude towards a particular brand when the performance of their brand-related content does not meet initial expectations.

Place, publisher, year, edition, pages
2019.
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:ltu:diva-77390OAI: oai:DiVA.org:ltu-77390DiVA, id: diva2:1385331
Conference
Academy of Marketing Sciences Annual Conference
Available from: 2020-01-14 Created: 2020-01-14 Last updated: 2020-01-14

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CiteExportLink to record
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  • apa
  • ieee
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  • de-DE
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