Bonding Snapchat vs. Bridging Instagram? A Laboratory Study of the Association between Social Networking Sites and Social Capital

Dong Hoo Kim,So Young Lee,Yoon Hi Sung 한국정보사회학회 2020 정보사회와 미디어 Vol.21 No.1

본 연구의 목적은 소셜 네트워크 사이트(SNS)의 사용과 사용자의 사회적 자본(social capital)이 어떻게 연결이 되어 있고, 어떠한 상호 작용을 하는지를 조사하는 데 초점을 두고 있다. 기존의 SNS와 사회적 자본에 관한 연구들이 연구 대상자들의 SNS 사용 기억에 의거하여 자기 기입(self-reporting) 방식으로 진행되었다는 것과는 다르게, 본 연구는 대상자들에 실제 SNS를 사용하게 하는 실험 방식을 사용하여 그 관계를 조명했다. 본 연구에서는 최근 가장 각광 받고 있는 SNS 중에서 인스타그램(Instagram)과 스냅챗(Snapchat)이 선택 사용되었다. 주요 연구 결과를 요약하자면 다음과 같다. 첫째, 스냅챗 이용자는 인스타그램 이용자와 대비하여, 결속적 사회자본(bonding social capital) 성향이 더욱 강화되는 것으로 나타났다. 하지만 인스타그램 이용자의 경우 스냅챗 이용자보다 교량적 사회자본(bridging social capital)이 강화되는 것은 발견되지 않았다. 둘째, 스냅챗을 이용할 경우, 이용자는 이용자의 결속적 사회자본이 이용하기 전보다 강화되는 것이 발견되었다. 하지만 인스타그램 이용은 이용자의 사회적 자본에 영향을 주지 못하는 것으로 나타났다. 이용자의 사회적 자본에 대한 인식이 SNS 플랫폼에 의해 영향을 받을 수 있다는 것을 실험을 통한 실증적 연구를 통해 밝혔다는 점에서 본 연구는 SNS와 이용자의 관계를 이해하는 데 새로운 방향성을 제시하고 있다고 할 수 있다. This study builds upon existing research examining the relationship between social networking sites (SNS) use and social capital by investigating what drives the underlying reciprocal interaction. While prior investigations of the SNS-social capital relationship employed self-report methods, this study employs a laboratory-based experiment. As strong exemplars of SNS, Snapchat and Instagram, specifically, were chosen for investigative focus. A total of 161 undergraduate students from a major southeastern university in the U.S. participated in this research in exchange for extra credits. Participants were provided questions about their usage patterns, such as time spent on SNS usage in general and intensity of the assigned SNS use (Snapchat or Instagram). Then, participants were asked to log into their Snapchat or Instagram accounts and spend twenty minutes using it as they normally would, such as posting snaps and liking and browsing pictures of others. Based on the average time spent per day on Instagram and Snapchat by U.S. users, the twenty-minute experimental condition was designed. After twenty minutes, their social capital was measured Results demonstrated that participants who used Snapchat were more highly associated with bonding social capital (strongly tied relationship) than those who used Instagram. However, using Instagram did not lead participants to be more concerned with bridging social capital (weakly tied relationship) than those using Snapchat. In addition, when an individual’s social capital was examined as it existed both prior to and after using SNSs, only bonding social capital in the Snapchat condition was significantly changed. After using Snapchat, individuals’ bonding social capital became stronger than it was pre-SNS engagement. However, when individuals used Instagram, no significant difference in bridging social capital was detected. Through the laboratory experiment, the current research can provide more valid and accurate data for understanding the relations between SNS use and users’ social capital. Since it is challenging for individuals to remember or precisely describe their SNS use, several researchers have expressed the need to adopt more ideal methods to directly measure data, such as a laboratory-based study. By avoiding the validation issues that exist with self-report measures, the current research contributes to the improvement in methodological approaches to SNS research. In addition, the study found that bonding social capital can be influenced by a certain type of SNS platform (e.g., Snapchat), whereas bridging social capital was not. Hence, individuals can obtain their bridging social capital without limitation with regard to SNS type, but to obtain bonding social capital, a SNS platform that allows one to interact and develop strong social ties can be more effective than other SNS platforms. At the same time, given that social capital allows a person to make use of resources from other members in one’s networks, it can be expected that using Snapchat, which can remind users of their bonding social capital, may be more effective for brands to construct strong ties with their consumers. Therefore, the results of this research can be beneficial for brand managers creating SNS marketing plans.

Bonding Snapchat vs. Bridging Instagram? A Laboratory Study of the Association between Social Networking Sites and Social Capital

김동후,이소영,성윤희 한국정보사회학회 2020 정보사회와 미디어 Vol.21 No.1

This study builds upon existing research examining the relationship between social networking sites (SNS) use and social capital by investigating what drives the underlying reciprocal interaction. While prior investigations of the SNS-social capital relationship employed self-report methods, this study employs a laboratory-based experiment. As strong exemplars of SNS, Snapchat and Instagram, specifically, were chosen for investigative focus. A total of 161 undergraduate students from a major southeastern university in the U.S. participated in this research in exchange for extra credits. Participants were provided questions about their usage patterns, such as time spent on SNS usage in general and intensity of the assigned SNS use (Snapchat or Instagram). Then, participants were asked to log into their Snapchat or Instagram accounts and spend twenty minutes using it as they normally would, such as posting snaps and liking and browsing pictures of others. Based on the average time spent per day on Instagram and Snapchat by U.S. users, the twenty-minute experimental condition was designed. After twenty minutes, their social capital was measured Results demonstrated that participants who used Snapchat were more highly associated with bonding social capital (strongly tied relationship) than those who used Instagram. However, using Instagram did not lead participants to be more concerned with bridging social capital (weakly tied relationship) than those using Snapchat. In addition, when an individual’s social capital was examined as it existed both prior to and after using SNSs, only bonding social capital in the Snapchat condition was significantly changed. After using Snapchat, individuals’ bonding social capital became stronger than it was pre-SNS engagement. However, when individuals used Instagram, no significant difference in bridging social capital was detected. Through the laboratory experiment, the current research can provide more valid and accurate data for understanding the relations between SNS use and users’ social capital. Since it is challenging for individuals to remember or precisely describe their SNS use, several researchers have expressed the need to adopt more ideal methods to directly measure data, such as a laboratory-based study. By avoiding the validation issues that exist with self-report measures, the current research contributes to the improvement in methodological approaches to SNS research. In addition, the study found that bonding social capital can be influenced by a certain type of SNS platform (e.g., Snapchat), whereas bridging social capital was not. Hence, individuals can obtain their bridging social capital without limitation with regard to SNS type, but to obtain bonding social capital, a SNS platform that allows one to interact and develop strong social ties can be more effective than other SNS platforms. At the same time, given that social capital allows a person to make use of resources from other members in one’s networks, it can be expected that using Snapchat, which can remind users of their bonding social capital, may be more effective for brands to construct strong ties with their consumers. Therefore, the results of this research can be beneficial for brand managers creating SNS marketing plans.

On the Scale in the Kingdom of Saudi Arabia: Facebook vs. Snapchat

Alghamdi, Deena International Journal of Computer ScienceNetwork S 2021 International journal of computer science and netw Vol.21 No.12

This research aims to analyse the practices adopted by social media users in the Kingdom of Saudi Arabia (KSA), specifically users of Facebook and Snapchat. To collect data from participants, a questionnaire was used, generating 915 responses. The analysis of the data shows a clear preference for Snapchat over Facebook in the KSA, where 89% of the participants have accounts on Snapchat compared to 66% of them with accounts on Facebook. Moreover, the preference for Snapchat over Facebook has been clearly shown in the daily usage of participants, where 83% of those with Snapchat accounts can be described as very active users. They have accessed their Snapchat accounts at least once a day compared to only 15% of Facebook users. Different reasons were provided by the participants explaining the practices they adopted. We believe that such research could help social media applications' designers and policy makers to understand the behaviour of users in the KSA when using social media applications and the rationale behind their behaviour and preferences. This understanding could help improve the performance of current applications and new ones.

"How can you live without using Snapchat?" Practical Study for the Usage of Facebook and Snapchat in the Kingdom of Saudi Arabia

Alghamdi, Deena International Journal of Computer ScienceNetwork S 2021 International journal of computer science and netw Vol.21 No.spc12

This study aims to provide an in-depth description of the practices of social media users in the Kingdom of Saudi Arabia (KSA)-specifically the users of Facebook and Snapchat-and the reasons for these practices, the decisions made, and the people involved. Qualitative methods were used to collect data in two rounds from 53 participants. The data analysis shows a clear preference for Snapchat over Facebook among the participants, as shown in their using the application many times daily and in the creation and use of new words derived from the application's name. On the other hand, one of the main reasons mentioned by the participants for not preferring Facebook was the unclear policy of security and privacy used in the application. This reason is important for all social media users, but, in particular, it is crucial for female users, as shown in the data. This is important for the designers and policymakers of the social media applications to understand and consider, as it would help them improve the current applications and create new ones.

"How can you live without using Snapchat?" Practical Study for the Usage of Facebook and Snapchat in the Kingdom of Saudi Arabia

Alghamdi, Deena International Journal of Computer ScienceNetwork S 2021 International journal of computer science and netw Vol.21 No.12

This study aims to provide an in-depth description of the practices of social media users in the Kingdom of Saudi Arabia (KSA)-specifically the users of Facebook and Snapchat-and the reasons for these practices, the decisions made, and the people involved. Qualitative methods were used to collect data in two rounds from 53 participants. The data analysis shows a clear preference for Snapchat over Facebook among the participants, as shown in their using the application many times daily and in the creation and use of new words derived from the application's name. On the other hand, one of the main reasons mentioned by the participants for not preferring Facebook was the unclear policy of security and privacy used in the application. This reason is important for all social media users, but, in particular, it is crucial for female users, as shown in the data. This is important for the designers and policymakers of the social media applications to understand and consider, as it would help them improve the current applications and create new ones.

The Impact of Snapchat and YouTube Influencers on the Consumption Behaviour of Saudi Consumers

Al-Ajlan, Monirah,Alsadhan, Afnan,Mirza, Abdulrahman International Journal of Computer ScienceNetwork S 2022 International journal of computer science and netw Vol.22 No.10

The emergence of social media platforms has changed the culture of business marketing. Their impact has increased considerably since the emergence of social media influencers or content creators. The phenomenon of social media influencers has been adopted as one of the most effective marketing strategies among global and local organizations. Those celebrities attract business owners, who seek to use them as means to reach a large number of potential consumers. Today, the user bases of Snapchat and YouTube in Saudi Arabia are growing fast and becoming very popular, unlike other social media platforms. Consequently, the impact of these applications' influencers on the purchasing habits of individuals cannot be underestimated. This survey paper intends to investigate the impact of Snapchat and YouTube influencers on the consumption behaviour of Saudi consumers. Results suggest that Snapchat is not only more popular but also more rusted and credible. Moreover, influencers' impact on purchasing behaviour is prevalent and powerful; furthermore, its influence is more effective in persuading Saudi consumers to buy certain products, such as food, than other products, like jewelry.

The Rise of Augmented Reality in Live Music Events: The Cases of Snapchat and Gorillaz

Melanie Fernandes,Nicole Mallmann,신상우 한국경영커뮤니케이션학회 2024 Business Communication Research and Practice Vol.7 No.1

Objectives: Augmented reality (AR) has been often used in live music events with an intention to improve the effectiveness of communication. The main objective of this paper is to describe two such cases. This paper also discusses some issues related to the use of AR in live music events and its practical implications. Methods: The main characteristics of AR technologies used in live music events are explored through two cases: Snapchat and Gorillaz. The two cases introduced in this paper showcase the cutting-edge AR technologies used in eXtended Reality concerts. Results: Both Snapchat and Gorillaz provide valuable insights into the innovative use of AR technologies in live music performances. The transformative power of AR in the XR live concerts brings a new level of excitement to the concert experience by incorporating virtual elements into the physical stage. The real-time AR effects that are synchronized with a band’s music foster deep engagement and interactivity among attendees, showing the potential of AR to be an effective communication vehicle in the context of live music concerts and festivals. Conclusions: The success of the AR-assisted music events exemplifies the power of collaboration between artists, animators, and technology experts. This underscores the significance of embracing interdisciplinary collaboration to unlock the full potential of AR technology.

Evaluation of Safeness and Functionality in Applied Technologies for Mobile Messengers

Gyu-Sang Cho(조규상) 한국컴퓨터정보학회 2016 韓國컴퓨터情報學會論文誌 Vol.21 No.8

Recently, KakaoTalk users seek secure messengers with fears of ‘possible’ censorship over a mobile messenger. Instead German messenger “Telegram” is gaining popularity in South Korea. Are the known as secure messengers actually secure? In this paper, we evaluate secure mobile messengers in terms of private information protection. We establish the fourteen criteria to evaluate the functionality of messenger apps including communication encryption in transit, the possibility of leakage of decrypted messages via server, an encryption algorithm, a key exchange algorithm, an ephemeral message application, etc. Line, Telegram, Snapchat, WhatsApp, Wickr, Facebook Messenger and KakaoTalk, which have many worldwide and domestic users, are to be targeted. Wickr is ranked at the top of the evaluation, followed by Telegram and Line but KakaoTalk and Snapchat are ranked at the bottom of the evaluation list.

Myself in Snapchat vs. Instagram: The interactive effect of users’ self-construal and their SNS uses related to the efficacy of an advertisement

김동후,Joseph Michael Czabovsky,Michele Lynn Meyer 한국광고학회 2022 광고학연구 Vol.33 No.4

This study investigates how using a specific SNS platform has impact on users’ self-construals. Also, this research examines the effect of the association between SNS platforms and users’ self-construals in improving the efficacy of advertising in SNSs. Based on self-construal theory and information processing model (affective vs. cognitive processing), it is assumed that users’ self-construals can be primed by their SNS use and the primed self-construals can have impact on their information processing in SNS contexts. Two laboratory experiments were conducted to test these assumptions. A total of 191 (Study 1 – 74 & Study 2 – 117) undergraduate students participated in this research. The findings from study 1 empirically supported that SNS platforms could prime users’ self-construals differently. The results from Study 2 not only provided compatible evidence that SNS platforms can change users’ self-construal but also demonstrated the interplay between the primed self-construal by SNS platforms and ad types (emotional appeal vs. cognitive appeal ad) in shaping individuals’ response toward the ad. Also, the mediating role of users’ self-construal on the interplay between SNS platforms and ad types.was confirmed. Since the current research tested two image-based SNS platforms with undergraduate students, future research may need to test different population with more various platforms to re-examine the findings from this study. The current research contributes to the field by expanding the self-construal concept in SNS research, as well as provides practical implications to improve the efficacy of SNS advertising campaigns.

An Exploratory Study on the Ephemeral photo sharing of Korean Smartphone Users

Hyesoo Yoo(유혜수),Ji Eun Song(송지은),Jinyoung Kim(김진영),Joong Seek Lee(이중식) 한국HCI학회 2018 한국HCI학회 학술대회 Vol.2018 No.1

With the prevalence use of smartphones, the practice and culture of taking photos and sharing them have dramatically changed. Today’s users take digital photos using their smartphones, and share them via diverse social media platforms. As this digital photo culture has matured, a new phenomenon of taking photos to share for a limited duration (e.g., 24 hours) has emerged. The practice surrounding ephemeral photos has gained popularity and many social media platforms such as Snapchat and Instagram have introduced new functions supporting this practices. In order to understand why and how users share ephemeral photos, this study observed total 37 participants by examining the contents of the share ephemeral photos, the audiences of the ephemeral photos, and the user motivations of sharing ephemeral photos. The Photo Elicitation Interview (PEI) method was used to understand user strategy of taking and sharing ephemeral photos and usage pattern. The study reveals that the content of ephemeral photos heavily relies not only on editing formality but also pertinence, timeliness, process-ability depending on the receiver. This study suggests a better understanding of a current dynamics in sociotechnical phenomenon: photo sharing behavior, which can be applied to light weight photo management system in the future.