INVESTIGATING HOW PEOPLE SELECT SOCIAL NETWORKING SERVICES
Shiu-Li Huang1* and Chih-Yu Chang2
1Prof. Dr., National Taipei University, Taiwan (R.O.C.), slhuang@mail.ntpu.edu.tw
2Ms., National Taipei University, Taiwan (R.O.C.), maochang82@gmail.com
*Corresponding author
Abstract
Social networking services (SNSs) have become very popular and many Internet users use two or more SNSs. However, little research has been done to understand SNS selection behavior. This study investigates how and when Internet users select SNSs in their daily lives. We adopt the notion of media repertoire to explore how Internet users select combinations of SNSs, and we adopt uses and gratifications theory to identify the values that drive them to choose specific SNSs. We interviewed 40 people to explore the media traits, situational factors and social influences that affect users’ SNS selection behavior. We adopted the means-end chain to investigate more deeply the SNS attributes and personal values that affect Internet users’ SNS choice behavior. If two or more SNSs were used for the same purpose, the interviewee was asked to explain when and how the selection was made between these SNSs. The findings of this study can help SNS companies to improve SNS functions, help enterprises find suitable SNS platforms on which to communicate with consumers, and help marketing managers place advertisements for target audiences. Enterprises can align their value propositions with the personal values identified in our study. The means-end chains can help them understand the values SNS users want to achieve and the key attributes leading to those values. Enterprises should select the most suitable SNS platform for their corporate message. Moreover, to attract consumers via the SNS, enterprises can propose content that fits the benefits and values that SNS users need. Third, understanding users’ SNS selection behavior helps advertisers determine the most suitable SNS on which to place an advertisement for a specific target audience.
Keywords: Social networking service, Media repertoire, Uses and gratification, Media selection.
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