International Journal of Web Based Communities (6 papers in press)
Understanding Empowerment in Social Media Context: Lessons from Indonesian Migrant Domestic Workers
by Stevanus Wijaya, Christine Bruce, Jason Watson
Abstract: This paper presents shared practices amongst Indonesian migrant users of an online community hosted in Facebook which potentially empower them. We conducted a virtual ethnography study which was comprised of online observations and interviews. The results show that shared practices within the online community empower migrants by enhancing their psychological wellbeing, and awareness of migrant
Keywords: migrant domestic workers; virtual ethnography; social media; empowerment; online community; Facebook.
Applying resource mobilization and political process theories to explore social media and environmental protest in contemporary China
by Hua Pang
Abstract: While increased attention has been given to the frequent occurrence of large-scale environmental movements, the role that the new information and communication technology, especially social media, plays in these environmental collective actions has rarely been systematically investigated. The article represents one of the few that seeks to examine the utility of social media in the recent environment protection and explore how the innovative media can mobilise environmental protests through the perspective of resource mobilisation and political process theories. The outcomes show that the newly emerging social media is not only a valuable resource for collective action and the organisation of online civil mobilisation, but also plays an instrumental role in the opposition to major policies that may lead to the change of the government decisions. The study may have practical significance and academic value for understanding the new media field and online environmental protest in contemporary China.
Keywords: social media; case study; environmental protest; resource mobilization theory; political process theory; China.
USAGE FACTORS OF LOCATION-BASED SOCIAL APPLICATIONS: THE CASE OF FOURSQUARE
by Aysun Bozanta, Mustafa Coskun, Birgul Kutlu
Abstract: Location-based social applications allow users to share their locations in a rich media context, keep in touch with friends and find new places to explore. Studies that investigate the usage factors of location-based social applications are either qualitative or based on application data. In this study, Foursquare, a highly popular mobile location-based social network, was analysed from the perspective of users. This study contributes to the field by employing E-TAM to identify the effects of perceived usefulness, perceived ease of use, perceived enjoyment and social connection in Foursquare usage within the framework of structural equation modelling. The results of the online survey with 233 responses showed that perceived ease of use and perceived enjoyment have a direct and significant impact on actual Foursquare usage, while social connection indirectly affects. Perceived usefulness, on the other hand, has no impact on the actual usage of Foursquare.
Keywords: Location-based Social Network; Foursquare; Structural Equation Modeling; Technology Acceptance Model.
Elimination of Backward Browsing using Decomposition and Compression for Efficient Navigation Prediction
by Neetu Sardana, Honey Jindal
Abstract: Analysing the user's browsing patterns stored in weblog file can help in providing the personalised environment, improving website structure and recommending the suitable navigation pattern. While browsing the web, the user navigates in a forward direction following the web topology, results in the session having correlated web pages. Backward navigation takes place when the user returns to the previously visited page. This traversal results in increased session length, complexity and reduction in the prediction accuracy. The frequent backward movement also infers that the web community is not well structured. Therefore, to discover the meaningful browsing pattern and improve the website structure, it is essential to filter the repeated web pages from the session. This paper proposes two novel backward elimination techniques: decomposed backward browsing (BBDcom) and compressed backward browsing (BBcom). BBDcom reduces the length of a session using decomposition. It can restore the original session without losing data. BBcom compresses the session length by eliminating web page(s) lying in between the redundant web pages. The experimental result shows that proposed techniques improve the prediction accuracy and reduces the state-space complexity.
Keywords: Sessions; Navigation; Prediction; Markov; Web; Web community; Backward; Forward; Accuracy.
Motivations and stake management in producing YouTube
by Andrew McNeill, Liz Sillence
Abstract: User-generated health videos are prevalent on video-sharing sites. Recently, "bro-science" has emerged as a sub-genre in which users test products on themselves, produce evidence and seek to persuade others of their efficacy. But what are the motivations of the producers of these videos? Using the issue of baldness, we explore the motivations of posters. 72 "bro-science" videos were taken from YouTube and analysed to see the motivations identified by posters. These included a sense of external compulsion, the desire to communicate product benefits, wanting to share careful research, and wanting to share experiences. We also discuss how these motives function rhetorically. The "bro-science" genre thus functions to incorporate the viewer into the poster's experience so that the viewers become part of a community of people who not only share problems, but solutions. This paper points to the distinctiveness and influence of "bro-science" videos in the context of user-generated health videos.
Keywords: user-generated content; motivation; rhetoric; bro-science; health; baldness; lay-science; persuasion; stake management.
The Role of Sense of Community in Brand online Social Networking
by Jewon Lyu
Abstract: This study is designed to examine the role of a sense of community in brand online social networking (BOSN). In particular, this study explores the sense of community model from community psychology in the context of social media marketing (e.g., Facebook), and several antecedents are examined. The data was collected based on an online self-administered survey (n=466) and analysed with the structural equation modelling to test the measurement model and suggested hypotheses. The results demonstrate that perceived social support and overall self-brand connection as a predictor of building a sense of online brand community, which, in turn, leads to an increase in brand commitment. Consumers' engagement in the brand community is found to strengthen the relationship between one's sense of community and brand commitment. Findings from this study are expected to contribute to the extant literature of brand community by highlighting the relational nature of online brand social network.
Keywords: Facebook; Social Networking Sites; Sense of community; Brand community; Structural Equation Modeling; Relationship Marketing.