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social media

Junior Research Group ERC – Social Media

The junior research group ERC – Social Media examines how social media affect (organizational) knowledge exchange. Social media such as Facebook, Xing or Twitter help people to maintain and extend their social networks. Social relationships are (semi-)publicly displayed; social contexts collapse and members from different groups receive the same information. This information is usually displayed in so-called feeds; short messages often presented out of context. At the same time, social media explicitly ask for information sharing and present incentives for sharing by displaying activity in profiles. Social media thereby influence with whom and how people share information and knowledge. The research groups
Studies, from whom in their network people receive information, how they process information and what motivates them to share knowledge via different social media. The first research line focuses on the extension and altered composition of social networks and the consequences for knowledge exchange. The second research lines studies strategic knowledge sharing and focuses more on the underlying motivational processes.

Research line 1: Online knowledge networks

Within the ERC starting grant project „Redefining tie strength – how social media (can) help us to get non-redundant information and emotional support“, the research group examines how the extension and altered composition of social networks by social media affects the receipt of informational and emotional support. In an overarching longitudinal study with a representative sample of Dutch online users, the causal relationship between the composition of offline and online networks and various indicators of informational and emotional support is established. Experiments test how people can build representations of “who-knows-what” in their network from the stream of status updates and tweets.

Research line 2: Strategic knowledge exchange

Knowledge exchange represents often a social dilemma, e.g., a situation in which collective and individual goals are in conflict. People can for example share less important information to make a cooperation impression but withhold the real important information. The research group examines the influence of social and epistemic motivation on strategic knowledge sharing and how the technological features (e.g., profiles, reputation systems, gamification elements) of an online platform can increase knowledge exchange. Further studies focus on organizational knowledge exchange. The focus is on the (informal) sharing of information and knowledge across organizational boundaries (e.g., in Xing-groups or on Twitter). The group examines the role of self-presentation, reputation and identification with the various involved groups.

Team social media

Projects

Dr. Tide: Digital Research Tailored Information Detector

Organizations have to process and understand their internal data. In order to do so, many organizations use visualization tools to design graphs and tables. However, when actually designing these visualizations, often questions emerge: How should complex data be visualized to improve decision making? How can cognitive overload of the users be prevented? How flexible or interactive should self-service visualization options be?

Redefining tie strength – how social media (can) help us to get non-redundant useful information and emotional support

Social media help us to stay in touch with many people – no matter whether they are close friends (so-called strong ties), acquaintances (weak ties) or people we barely know. Research on social capital showed that strong ties provide us with emotional support whereas weak ties provide us with useful non-redundant information. Do social media change how and from whom we receive informational and emotional support?

graduation papers

Soziale Medien und Konsumtenverhalten

Soziale Netzwerke wie Facebook sind für viele Menschen Bestandteil des Alltags geworden. Auch Unternehmen haben die Bedeutung sozialer Netzwerke erkannt und bieten z.B. Fanpages, um mit (potentiellen) Kunden zu interagieren. Die Facebooknutzung kann auf direktem oder indirektem Wege das Konsumentenverhalten beeinflussen. Zum einen sind Nutzer direkt Anzeigen oder Marken-Fanpages ausgesetzt. Zum anderen sind auch indirekte Effekte denkbar. Die Facebooknutzung kann Emotionen wecken, die wiederum das Kaufverhalten beeinflussen könnten. Führt z.B. die Konfrontation mit attraktiven Fotos und positiven Posts zu Neid, der dann wiederum das Konsumentenverhalten beeinflusst?

Ihre Ansprechpartnerin ist: Frau Prof. Dr. Sonja Utz

Soziale Netzwerke wie Facebook sind für viele Menschen Bestandteil des Alltags geworden. Auch Unternehmen haben die Bedeutung sozialer Netzwerke erkannt und bieten z.B. Fanpages, um mit (potentiellen) Kunden zu interagieren. Die Facebooknutzung kann auf direktem oder indirektem Wege das Konsumentenverhalten beeinflussen. Zum einen sind Nutzer direkt Anzeigen oder Marken-Fanpages ausgesetzt. Zum anderen sind auch indirekte Effekte denkbar. Die Facebooknutzung kann Emotionen wecken, die wiederum das Kaufverhalten beeinflussen könnten. Führt z.B. die Konfrontation mit attraktiven Fotos und positiven Posts zu Neid, der dann wiederum das Konsumentenverhalten beeinflusst?

Ihre Ansprechpartnerin ist: Frau Prof. Dr. Sonja Utz