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Do all roads lead to Rome?
(2020)
Content website providers have two main goals: They seek to attract consumers and to keep them on their websites as long as possible. To reach potential consumers, they can utilize several online channels, such as paid search results or advertisements on social media, all of which usually require a substantial marketing budget. However, with rising user numbers of online communication tools, website providers increasingly integrate social sharing buttons on their websites to encourage existing consumers to facilitate referrals to their social networks. While little is known about this social form of guiding consumers to a content website, the study proposes that the way in which consumers reach a website is related to their stickiness to the website and their propensity to refer content to others. By using a unique clickstream data set of a video-on-demand website, the study compares consumers referred by their social network to those consumers arriving at the website via organic search or social media advertisements in terms of stickiness to the website (e.g., visit length, number of page views, video starts) and referral likelihood. The results show that consumers referred through social referrals spend more time on the website, view more pages, and start more videos than consumers who respond to social media advertisements, but less than those coming through organic search. Concerning referral propensity, the results indicate that consumers attracted to a website through social referrals are more likely to refer content to others than those who came through organic search or social media advertisements. The study offers direct insights to managers and recommends an increase in their efforts to promote social referrals on their websites.
Do all roads lead to Rome?
(2020)
Content website providers have two main goals: They seek to attract consumers and to keep them on their websites as long as possible. To reach potential consumers, they can utilize several online channels, such as paid search results or advertisements on social media, all of which usually require a substantial marketing budget. However, with rising user numbers of online communication tools, website providers increasingly integrate social sharing buttons on their websites to encourage existing consumers to facilitate referrals to their social networks. While little is known about this social form of guiding consumers to a content website, the study proposes that the way in which consumers reach a website is related to their stickiness to the website and their propensity to refer content to others. By using a unique clickstream data set of a video-on-demand website, the study compares consumers referred by their social network to those consumers arriving at the website via organic search or social media advertisements in terms of stickiness to the website (e.g., visit length, number of page views, video starts) and referral likelihood. The results show that consumers referred through social referrals spend more time on the website, view more pages, and start more videos than consumers who respond to social media advertisements, but less than those coming through organic search. Concerning referral propensity, the results indicate that consumers attracted to a website through social referrals are more likely to refer content to others than those who came through organic search or social media advertisements. The study offers direct insights to managers and recommends an increase in their efforts to promote social referrals on their websites.
Living in a world of plenty?
(2020)
Inequality in the distribution of economic wealth within populations has been rising steadily over the past century, having reached unprecedented highs in many Western societies. However, this development is not reflected in people’s perceptions of wealth inequality, as the public tends to underestimate it. Research suggests that inequality estimates are derived from personal reference groups, which, as we propose, are expanded by social network site (SNS) use. As content on SNSs frequently revolves around events of consumption, signaling enhanced overall population wealth, this study tests the hypothesis that SNS use distorts inequality perceptions downward, i.e., increases the perception of societal equality. Responses of 534 survey participants in the United States confirm that SNS use negatively predicts perceived inequality. The relationship is stronger the more SNS users perceive the content they encounter online as real, supporting the assumption that observing other people’s behavior online lowers estimates of nationwide wealth inequality. These findings provide novel insights on inequality misperceptions by suggesting individuals’ SNS use as a new predictor of perceived wealth inequality.
Data sharing requires researchers to publish their (primary) data and any supporting research materials. With increased attention on reproducibility and more transparent research requiring sharing of data, the issues surrounding data sharing are moving beyond whether data sharing is beneficial, to what kind of research data should be shared and how. However, despite its benefits, data sharing still is not common practice in Information Systems (IS) research. The panel seeks to discuss the controversies related to data sharing in research, specifically focusing on the IS discipline. It remains unclear how the positive effects of data sharing that are often framed as extending beyond the individual researcher (e.g., openness for innovation) can be utilized while reducing the downsides often associated with negative consequences for the individual researcher (e.g., losing a competitive advantage). To foster data sharing practices in IS, the panel will address this dilemma by drawing on the panelists’ expertise.
Missing out on life
(2020)
Mobile devices have become an integral part of everyday life due to
their portability. As literature shows, technology use is not only beneficial but also has dark sides, such as addiction. Parents face the need to balance perceived benefits and risks of children’s exposure to mobile technologies. However, no study has uncovered what kind of benefits and concerns parents consider when implementing technology-related rules. We built on qualitative responses of 300
parents of children aged two to thirteen to explore concerns about, and perceived benefits of children’s smartphone and tablet usage, as well as the rules parents have developed regarding technology use. Findings point to concerns regarding children’s development, as well as benefits for both children and parents, and ultimately to new insights about mobile technology mediation. These results provide practical guidance for parents, physicians and mobile industry
stakeholders, trying to ensure that children are acting responsibly with mobile technology.
How messy is your news feed
(2020)
Social Networking Sites (SNSs) are pervasive in our daily lives. However, emerging reports suggest that people are increasingly dissatisfied with their experience of SNSs News Feeds. Motivated by the cognitive load theory, the paper postulates that arrangement and presentation of information are important constituents of one’s Facebook News Feed experience. Integrating these factors into the novel concept of ‘perceived disorder’, this paper hypothesizes that the perception of disorder elicited by the Facebook News Feed plays an important role in causing discontinuance intentions. Drawing on the Stressor-Strain-Outcome Model, we suggest that perceived disorder leads to SNS discontinuance intention and is partially mediated by SNS fatigue. The paper uses the responses of 268 Facebook users to investigate these relationships and introduces perceived disorder as a novel stressor. Besides adding to the existing body of literature, these insights are of relevance to internet service providers, policy makers and SNS users.