The Relationship between Networks - Assignment Example

The Relationship between Networks INTRODUCTION The upward mobility of User Created Content (UCC) sites as a social and entertainment movement has put its potential under scrutiny. Stretching from satire, to information and entertainment, UCC has cut its niche to being 'the next big thing'. Millions of people, especially college students are subscribers to at least one social networking site. There is very little knowledge though on why they use these sites. This paper intends to examine the perception that Nottingham Business School MSc students have towards using UCC websites, in order to achieve a critical view and understanding of the factors that affect them. The exercise used both qualitative and quantitative primary research for results. It had number of 10 interviewee respondents on the quantitative and on the qualitative had 50 respondents from the questionnaires, which had an 81% response rate. KEY LITERATURE User Created Content sites have continually attracted the attention of many in the business and scholarly circles. As a result, the number of academic research papers is rapidly accumulating. Different research paper have expressed different opinions on this global trend and shed more light on its capabilities. The underlying fact is UCC has become a significant media through which user express themselves and interact with other people online (Boyd and Ellison, 2008). User Created Content (UCC), also known as Consumer Generated Media (CGM) or User Generated Content (UGC), refers to any media created and uploaded to the web by individual users. UCC ranges from a comment on eBay; a narration of how bad one’s day was on BlogSpot; a video uploaded to vimeo or a profile on Twitter. UCC has existed in various forms since the internet first made its mark in the world. Over the last decade, increased access to the internet and advancements in search technologies has seen the rise of UCC as a leading form of global media (Platform Status Report, 2008, pp.3) The Organization for Economic Co-operation and Development (2007) outlines three central characteristics of UCC. First, it must be available either on a site that is publicly accessible or on a “social networking site only accessible to a select group of people” (pp.18) although UCC could be made by and individual and “never published online or elsewhere.” This excludes emails and instant messages sent via the internet. Secondly, a certain level of creativity has to be evident in the works published or even adapting already existing works to construct a new one. This means that users must “add their own value to the work.” Plain replication of works done elsewhere on the internet, television, blogs or newspapers would not fall under UCC. Finally, for media to qualify as UCC, the content creation should be outside professional routines and practices. Motivation behind producing UCC could be “connecting with peers, achieving fame, notoriety or prestige, and expressing oneself.” Creators should therefore not expect any profit or remuneration from their content. This has been hard to maintain as media and internet businesses have increasingly employed UCC platforms for profitable purposes. An example of an SNS is Facebook. It was initially for use by its creator and by then Harvard Student Mark Zuckerberg to stay in touch with fellow students. However, with time, it has grown to be the largest social networking site in the world. Statistics on Facebook show that it increased its global membership so rapidly, from approximately 150 million users to about 350 million, between January and December 2009 (Eldon, 2009). It currently boasts of over 3000 employees and approximately 845 million active users by the end of December 2011 (newsroom.fb.com). However, previous research has rarely studied how the SNS’s network externalities link to the development of user’s perception (Lin and Lu 2011). Moreover, the spirit of SNS highlights user’s interaction and participation. There is emphasis on the fact that users are the key to a successful website (Powel, 2009; Sledgianowski and Kulviwat, 2009) PRESENTING OF FINDINGS AND ANALYSIS The findings of the data analysed will be presented in column, bar and pie charts to deliver the conclusion in a simple and clear view for understanding. In addition, there will be a side-by-side presentation of the similarities and differences of data. To start with, the data analysed will be based on “Network externalities and motivation theory” as will show in model figure (1) and supported with a hypothesis (Lin & Lu, 2011). The results of the data collected from NBS MSc management students by questionnaire and interview methods have emphasized that their perception behind using User Created Content was to interact with people (socialize) and sharing information. Figure (1) Network Externalities and Motivation Theory Model (K.-Y.Lin,H.-P.Lu 2011;p.1154) As the above in Figure (1), the model highlights two essential factors that affect users’ continued intention to use Social Networking Sites, which are examples of User Created Content websites. The first is network externalities, which Katz and Shapiro (1985) define as the change in value of a service or good to the customer due to the increased number of users or complementary products. Once the scale of users reaches a substantial number, there are external benefits as more users are attracted to join (Lin and Bhattacherjee, 2008). For network externalities, the model considers three types of sources as shown; direct network externalities (number of members increase due to the increased benefits); peer (number of users increase as friends using the service increase); and indirect network externality (perceived complementarity as user gets more usefulness with increase in complementary products). Complementary products might include things like related tutorial books, supporting photo sharing tools, messages and video sharing. The second is perceived benefit, which has two sources providing extrinsic benefit (usefulness) and intrinsic benefit (enjoyment) (Lin and Lu 2011). Extrinsic benefit (usefulness) refers to individual valuation of the degree of usefulness received from using the system that the person believes will promote or support their productivity. Intrinsic benefit (enjoyment) on the other hand means that the sense of pleasure derived during a particular action or activity is the reason for undertaking the action (Davis, Bagozzi and Warshaw, 1992). Result Analysis Chart (1): UCC most used platforms Chart (2): Students Perception/Reason in using UCC Chart (3): UCC level of involvement Chart (1) shows data on the most used user created content platforms by the students. The highest total number of responses collected was 51 on Facebook as one the most popular social websites. There is support to this by the results on Chart (2). The Pie chart correlates students’ perception/the reason why students use user created content sites. The chart clearly shows that the students use user created content sites for interaction with people. The percentage of those seeking general information is also high when compared to those who use it as a business tool and those seeking academicals information combined. There is another correlation found in the level of involvement in Bar Chart (3). Most of the students UCC sites to interact and share with people and just for the sake of using it as compared to creating information for those sites. The reason for using the User Created Content sites varied with 55% preferring to use them for interaction with people (enjoyment), 34% for seeking general information (usefulness), 7% for seeking academic information and a mere 3% for use as a tool for business marketing. Hypotheses as shown in figure (1) as the following: H1: The usefulness of using Social network service will affect the user positively to continue intention to use. Therefore, when the user maintains his old friends and social network allow him to make new friends to share profiles with, it will motivate the user to continue use. H2: The enjoyment of using Social network service will affect the user positively to continue intention to use. Like when the user socializes (post comments and reply) it will give him pleasure in using the SNS then the user will be motivated to continue use. H3a. As more people join and use the network, even more people will be attracted to it. The number of users will have a positive effect on the user to continue using the social network site as more people are discovering it and joining. H4a. As it provides a platform for interacting with people, and people mostly prefer to interact first with their peers, their number will have a positive impact on the user’s interaction with the social network service. H5a. Complementary services provided by social network service will increase the user’s interaction with the site as it provides more than just the social networking experience. Therefore perceived complementarity will increase the individual’s intent to interact with the social networking site. H3b. The high numbers of members on the site will create the impression of usefulness of the site to the users. When users feel that a site is useful they will have continued interaction with it as it enhances productivity. H3c. The high numbers of members on the site show a vast database of people with whom to interact and have fun conversations. When users enjoy their experience on a social networking site they are more likely to spend more time on it and hence interact with it more. H4b. When interacting with users in the same circle as the individual, the individual feels a sense of usefulness of the site as it provides a link to share with peers either all aspects. H4c. The number of peers engaging on the social network service will have a positive effect the enjoyment of a social network service. Peers enjoy interaction more as they have more to share. H5b. The ability of a site to provide complimentary services will have a positive effect on the perceived usefulness of a social network service. H5c. The ability of a site to provide complimentary services will have a positive effect on the perceived fun factor of a social network service. The relationship between network externalities and perceived benefit: Many researchers through the motivation theory perspective have explained the behavior of individuals in using Information Technology (Davis et al., 1992; Igbaria, Parasuraman and Baroudi, 1996; Teo, Lim, and Lai, 1999; Van der Heijden, 2004; Lin and Bhattacherjee, 2008). They are of the opinion that, the cause of that kind of intention in behavior is by both intrinsic and extrinsic motivations. This means that individuals will use information technology because they recognize the likelihood of obtaining value and gratification (Kim, Chan, and Gupta, 2007; Moon and Kim, 2001). The individual’s behavior divided into extrinsic motivation and intrinsic motivation (Deci, 1975). Extrinsic motivation refers to acting in order to notice and get value (usefulness), while intrinsic motivation means to act in purpose of interest in the action itself (enjoyment) more than external strength (Davis et al., 1992). When the network externalities (e.g. Facebook) provide such services until perceived complementary services, it will be a fertile environment to attract more members, peers or relatives or even strangers then hence increasing the number of users. Therefore, it will motivate the user to find it more enjoyable to invite more friends to the contact list from any part around the world. At last, the user will increase his enjoyment by interacting and sharing messages with more members. The best incentive that SNS offer is the ability to build trusted relations outside the normal social circles. (Li & Bernoff, 2008; Powell, 2009; Tapscott, 2008). The perceived benefit and positive feedback of using Social networking sites (SNS) between friends and relatives obtain network externalities and provides a large evaporation, which increases platform members (Powell, 2009). SNS provide user an interaction platform through providing personal information profiles; friend invites that give access to profiles; and capabilities of sending and receiving emails and instant messages (Kaplan and Haenlein, 2009). Boyd and Ellison (2008) defined SNS a service based on the web that allow individuals to “(1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system” (pp. 211). Lin and Lu (2011) integrated the motivation theory and network externalities in order to understand why people use social networking site. In their study, the two factors that drive the network externalities are the number of users and availability of complementary goods or services. Sledgianowski and Kulviwat (2009) argued that individuals become more willing to use social networking sites as more friends or more peer join because SNS is a pleasure oriented information system The correlation between users and network externalities, perceived benefit and continued intention to use UCC within data analysed in chart 1, 2 and 3: In this part the correlation was found through analyzing data presented based on Figure 1: Network Externalities and Motivation Theory Model (K.-Y.Lin,H.-P.Lu 2011;p.1154) as the following : Chart Highest response Results 1 51 to Facebook 48 to YouTube The role of enjoyment was the strongest factor that influenced the students towards user generated content websites. The numbers of peers (Network Externalities) users are connecting with old friends (Ellison et al., 2007) and the rest of users are in off-line in real world interaction. Therefore, users will find many friends joining social networking sites in the future. The positive influence (usefulness) of interaction makes a believer (perception) in a user, as it is a source of trust to efficiency of sharing information and communicating with people (Kwon & Wen, 2010). UCC is like an exit for people who have lack of socialize to interact with many people within different platforms (Lin and Lu 2011) 2 55% to interaction with people 34% to seeking general information 3 31 to interaction and sharing Info 30 to Just use it Table 1: Correlation between titles chart 1, 2 and 3 In the interview, two similar replies show their perception in using UCC. “I think I use it mostly to interaction with people and entertainment like on YouTube, I go there to watch funny videos and Facebook to see what update and twitter to check what’s going on around the world and latest gossips”(Respondent A, 9/3/2012). Also the other interviewee indicated; “it’s a great way in social networking to share and interact with people around the world”(Respondent B, 9/3/2012). Chart (4): Advertising in UCC The Pie chart 4 above clearly shows the students perception toward advertising in User created content website. 54% expressed their desire to advertise in UCC. According to Deighton and Kornfeld (2009) a lot of SMS allow it customers to communicate with the marketers. Where the feature of posting comments, replying, uploading and downloading is available on the UCC websites, customers are authorised to post questions or complaints to the marketers. For instance, Twitter has had its fair share of media attention from the hosting a number of high-profile consumer market exchanges (Deighton and Kornfeld 2010). There is vast acknowledgement of twitter as a site where users can ask for information and make complaints. Facebook has two elements with which to motivate marketers to create pages in. First, is because of its reputation as one of the most popular if not the most popular website in terms of time-spent. Second, Facebook platform has a unique feature that allows easiness of access and use to market products with fast and easy posts. However, by considering the findings in chart (1), UCC most used platforms; it is interesting to find that the highest response platform was in Facebook 51 as successful website to socialise. Meanwhile, the marketing based websites got low responses, like eBay 7 and in Amazon 5 responses. The perception of interacting with people that are on Facebook sets up an opportunity for students to attach their desire to advertise in the same platform. As the analysed data in table (1) shows, enjoyment is the strongest factor in using Facebook. It is a similar perception in advertising within SNS because they will be stay in the same degree of enjoyment in the same favourite platform. In other words, UCC that highlights the brand centrally is more likely to be on Facebook more than the other UCC. REFLECTION The data collection took place by employing two main research tools, Questionnaires and Interviews. This project was a group work assignment, which involved five members. We had several meetings in order to discuss and check our progress until we had all the data collected. Every member collected 10 questionnaire forms out of the total of 50 and processed two interviews out of 10. It took almost two weeks to for the students to have all the questionnaire forms filled and finish all the interviews. I conducted my interviews at Bass Management Centre, which took 20 minutes within which I got permission from my interviewee and he signed the consent form allowing me to record the interview before beginning. I also gave an introduction about my research topic: User Created content. My group member Nassir was there to witness all this. At the end of the interview, I appreciated my interviewee for taking part in the exercise. The process of filling the Questionnaires was important and enjoyable one. This is because I was among my MSc Management colleagues. I was uncomfortable though with the noisy room as there were very many students in the room filling the questionnaire sheets. After compiling the entire pile of questionnaire forms, I noticed there were many blank spaces on the papers, especially where the students were supposed to follow the answer with a reason as to why they agreed or not. Because of that, I analysed the data supported with hypotheses shown in figure 1: Network Externalities and Motivation Theory Model (K.-Y.Lin,H.-P.Lu 2011;p.1154) to clarify the reason behind use of user created content sites to answer the question (why) MSc Management students continued to use it them. The results of the research supports most researches covered on user created content and highlighted in the key literature section. Therefore, having being part of the research process, I believe the research results are believable. For Facebook to top the list of most used social networking site, it had satisfied the user’s need for usefulness of the site and enjoyment. It is useful as it’s a link to open up the works as friends on different corners of the world can interact as if together while sharing their experiences through emails, picture uploads, videos, relationship status information and contacts where necessary. The inclusion of complementary products like games enhances user’s ability to enjoy spending time on Facebook. Having supported other independent researches, the data is believable and reliable as a true representative of the effect of user created content sites. The use of questionnaires and interviews was the best way to get information from the students as far as individual use of social networking sites was concerned. The questionnaire forms helped to get a general quantitative, in terms of numbers. It reflected what and why the individuals preferred some social networking sites in terms of usefulness and enjoyment. The use of qualitative interview gave an in-depth analysis of the perceptions that Nottingham Business School MSc students have towards using UCC websites. The interaction with the interviewees gave insight to the student’s intent in interacting with the social networking sites and proved that as much as the students focus academically towards business, very few actually employed user created content sites in advertising but are willing to do it. The data collected and analysed is valid. It can serve as a basis to create a general conclusion as far as the other members of the school are. There was random selection of subjects to fill the questionnaire forms. Therefore, the results collected from the individuals selected qualify to represent the whole. The results provided meaningful results as far as the study is concerned. The study aimed to find the perception of the students towards UCC websites, the level of interaction and the purpose of interaction. The data collected has helped come up with these results. In the results, it was clear that the students did interact with user created content sites. The levels of interaction varied with the site in terms of usefulness and enjoyment. Facebook scored highest and largely represented the student’s perceptions. The students’ level of usage was in terms of interaction that creation as shown on chart 3. Student would rather just use the site for the sake of it than create something to upload to the site. They would also rather spend time interacting and viewing other people’s content. There is evidence of this in researches conducted previously to support the findings (Kaplan and Haenlein, 2009; Lin and Lu, 2011; Powel, 2009; Sledgianowski and Kulviwat, 2009) The findings of this research lead to the following hypothesis. User Created content is on the increase and its level of engagement by users highly depends on the ability of the site to keep give the users a feeling of usefulness in the site, in that it is not a waste of time but enhances productivity, and them entertained. From this research, I learnt of the capability of user created content sites as a tool in business and advertising. Exploitation of this is not as vast as it should be largely because not many businesses have fully understood the concept of social networking and its probable impact on businesses. I have also learnt the psychological underlay of using UCC sites, how they have been able to take over the internet in terms of user membership and engagement. The research exercise on the other hand was very engaging and had many challenges. The main thing emphasised was teamwork involvement as the exercise required team members to be there for each other in order to come up with a comprehensive report for the success of this research. Correspondence was also key in achieving the results that would help us fully answer the questions put forward by the motive of the research. CONCLUSION In summary, there is first need to recognise the increase of UCC sites and its impact on internet use. For the research sample group in Nottingham Business School, MSc students evidently engaged with UCC sites (Chart 1). Most members use the UCC sites for interaction with other users. Lin and Lu (2011) have also acknowledged the fast rate of growth of UCC sites over the recent years and explained why by using theories in motivation and network externalities. As its popularity grows, more should be done in order to expand its use in advertisement that will help. BIBLIOGRAPHY BOYD, D. M. and ELLISON, N.B. (2008). 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