"点击察看英文标题和摘要"
Facebook news feed ads: a social impact theory perspective
The purpose of this paper is to examine the effects of “social information” in Facebook News Feed ads on American users’ advertising responses, including ad credibility, attitude-toward-the-ad, brand interest, intention to click and purchase intention. Using social impact theory as a conceptual framework, three factors were tested – relationship strength, physical distance and number of affiliated friends. The moderating role of product involvement was also investigated.,A 2 (strength of relationship: weak vs strong) × 2 (immediacy of relationship: close distance vs long distance) × 2 (number of friends: one vs several) between-group factorial design was used, and 397 research participants were recruited through Amazon’s Mechanical Turk (MTurk).,Significant main effects were found for relationship strength and physical distance. Product involvement was identified as a moderating variable. No significant effects were found under the high involvement condition. Under the low involvement condition, however, relationship strength and physical distance significantly affected Facebook users’ advertising responses.,Research samples were recruited through Amazon’s Mechanical Turk (MTurk). It is possible that the characteristics of this specific social group might have influenced the findings of the study. Only one specific product category, fast casual restaurant, was tested. Participants were asked to imagine themselves in certain scenarios. Even though the scenarios were carefully tested in the pretest and clear instructions were given, field experiments might be helpful in future research to better reflect the actual consumer experien!ce.,Marketers should take advantage of the “social information” feature in Facebook News Feed ads, especially for low involvement products. Names of friends with stronger social relationships and within close physical distance should be included in the ads.,The study is one of the first to examine the effects of “social information” in Facebook advertising. It also confirms the Social Impact Theory in a social media setting.
facebook理论
大学生中Facebook的使用量天天都在增长，这反应在这些学生花在使用交际网站上的时间上。这项研究通过使用修改后的框架，研究了导致巴基斯坦大学生大量使用Facebook的驱动程序。数据是使用調察表收集的，包括与逃逸，易用性，信息寻求，社会影响或主观规定，社会关系，职业时机，教诲，态度，感知的行为控制和密集使用Facebook有关的项目。数据是使用便利抽样方法从280名大学生中收集的。应用偏最小二乘布局方程模型（PLS-SEM）技能分析数据。研究结果表明，社会影响力，社会关系，感知的行为控制，态度和信息寻求对学生中的Facebook使用具有积极而重大的影响。该研究得出的结论是，人们更倾向于使用Facebook来加强自己的交际圈，学习新头脑并将其用于寻求信息。这项研究为管理职员和院士提供了有效的看法。
"点击察看英文标题和摘要"
Drivers of intensive Facebook usage among university students: An implications of U&G and TPB theories
Facebook usage among university students is increasing day by day, a reflection of which is evident through the amount of time these students spend on using social networking sites. This study examines the drivers that cause intensive Facebook usage among university students in Pakistan by using a modified framework. The data was collected using the questionnaire comprised of items related to escape, ease of use, information-seeking, social influence or subject!ive norm, social relationships, career opportunities, education, attitude, perceived behavior control, and intensive Facebook usage. The data was collected from 280 university students by using the convenience sampling approach. The Partial Least Square Structured Equation Modeling (PLS-SEM) technique was applied to analyze the data. The findings show that social influence, social relationships, perceived behavior control, attitude, and information-seeking have a positive and significant impact on Facebook usage among students. The study concluded that individuals are more driven to use Facebook to make their social circle strong, learn new ideas, and use it for information-seeking. This study provides useful insights to the managers and academicians.
“六度分散”理论可以算是交际网络研究中最闻名的理论之一：生活这个全球上的每个人均匀只需要通过6其中间人就能与全全球任何一个人创建联系。在网络交际渐渐发达的今日，“六度分散”理论的论证变得轻易起来，近来Yahoo联合Facebook一同开始对这个理论进行了名为“小全球试验”的再度验证。
Facebook高达七亿五万万的用户群是最好的調察对象，这些用户均匀每人拥有130个Facebook好友。“小全球试验”的详细流程是：参加調察的用户A会被分派一个他不熟悉的目的对象X；然后选择自己以为最有大概熟悉“目的对象”的一个Facebook好友B，系统会发出信息给B，让B去选择好友C，一环扣一环，最后找到目的对象X。最后，经过大量的筛选和统计我们就能验证“六度分散”理论在当下的准确性了。这个试验的最后结果会作为重要的社会学研究结果发布在相关的科学杂志上。
Facebook的首席数据科学家卡梅隆•马洛告诉媒体，“Facebook依赖的是用户之间的连通性，这种连通性推动了很多信息的流传，这也正是当今广告平台的重要构成部分，‘小全球试验’是我们丈量交际网络图基本模块的最好时机，越多的用户参与试验，最后的答案就会越明白。”
向导这个试验进行的首席研究员邓肯•沃兹说：“只有到了如今这样的网络年代才能真正验证这个理论，50年前，我们只能去想象和假设，根本没法得出正确的答案，哪怕15年前，我们也没有这样巨大的平台来进行试验。”
“六度分散”理论的最初假设是由匈牙利作家考林西（Frigyes Karinthy）在小说《枷锁》中提出的，故事中料想随着交通与信息流传技能的进步，当代社会将会渐渐“缩水”，由于人际关系网密度的增上将会弥补地区上的间隔。考林西托故事中的角色之口提出了一个大胆的假设：两个完全生疏的个体可以通过不超越五个人产生联系。从这之后，无数的数学家、社会学家甚至物理学家都开始了对这个假设准确性的验证。
至今为止最具效力的验证是由哈佛大学的社会学家斯坦利!•米尔格拉姆(Stanley Milgram)完成的。1967年，他在内布拉斯卡州的奥马哈市随机挑选了约莫 300 人，并向他们寄出了寻找目的人物的指示信。这个目的人物是一个波士顿的股票经纪人，米尔格拉姆将他的姓名与地点告诉了试验志愿者，这样他们可以将信件寄给他们以为最靠近目的人物的小伙伴。最终，有64封信件寄到了目的人物手中。米尔格拉姆传授通过统计发现美国人约莫只需要通过 3 个人就能联系到 1 个生疏人，但是其时他并没有将试验在全全球范畴内进行。
之后也有很多其他研究者进行了类似的试验，重要会合在美国范畴内。在我们如今看来这些试验都不具有非常高的可靠性，由于在之前试验样本数始终无法到达很高的程度。
那么这次，Yahoo和Facebook可否得出关于“六度分散”理论的最后验证结果呢？让我们拭目以待。
信息及图片出处： zdnet
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