Reasons for using social networks professionally Andr Calero - - PowerPoint PPT Presentation
Reasons for using social networks professionally Andr Calero Valdez, Anne Kathrin Schaar, Martina Ziefle Agenda Background information & motivation Changes in working world Social network services a potential solution?
André Calero Valdez, Anne Kathrin Schaar, Martina Ziefle
§ Background information & motivation – Changes in working world – Social network services – a potential solution? – User-Centered Community Design § Study: “Influence of user diversity on usage motives
– Research questions – Sample – Central findings § Discussion, limitations, future work
§ Change from production
– Knowledge as the central resource of todays economies
§ New working time models
– Parental leave, – stay abroad – home office
§ Demographic change
– Retirement of baby-boomer generation (shrinking workforce) – Missing of qualified employees – Lack of knowledge
§ Change from production
– Knowledge as the central resource of the economy
§ New working time models
– Parental leave, – stay abroad – home office
§ Demographic change
– Retirement of baby-boomer generation (shrinking workforce) – Missing of qualified employees – Lack of knowledge Solutions to compensate the loss of knowledge Sustainable knowledge storage, managements and exchange Structures that are supporting networking independent from time and location Support of communication and networking facilities of a company as a central key for innovation
http://www.gsn-norderney.de/wp-content/uploads/soziale-netzwerke.jpg
http://www.gsn-norderney.de/wp-content/uploads/soziale-netzwerke.jpg
Are social network services a suitable tool to face the upheaval in the working context? Is the social network approach transferable into the working context?
§ The user-centered community design approach focuses
§ The user-centered community design approach focuses
– motivation to use – matching of incentives – usability and design criteria
§ The user-centered community design approach focuses
– motivation to use – matching of incentives – usability and design criteria … to find out… – general design & usability criteria – relevant incentives & amplifier – usage motives
RQ1: Do user diversity factors (age, gender, social media expertise, achievement motivation) influence the motives to use social media professionally? RQ2: Do user diversity factors influence the evaluation of motivational effects of social media tools? RQ3: Do user diversity factors influence the evaluation of incentives and reinforcements? RQ5: Does personality (FFM) influence the willingness to disclose data in different contexts? RQ6: Is there an impact of moderating variables on the willingness
§ Questionnaire study – Online survey – Independent variables
achievement motivation (short version of AMI), number of contacts in social networks
– Dependent variables
contact, self-portrayal, autonomy, feedback)
function, personalized profile, etc.)
functions, gratifications, etc.)
§ N=84 § Age range: 16 to 58 § Bias to male participants: (= 31;=58) § Job tenure: M= 14.8 years (SD=12.66) § Rather social media savvy sample
Comparision of mean evaluation of motives to use social meida professionally on a six-point Likert-scale 1= totall confirmation to 6= total rejection)
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– the older a person, the more important the motive importance
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– the more expertise, the more important the motives
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– The more contacts the less important the motive importance
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– The higher the level of achievement motivation the more important the motive self-portrayal
§ Gender: – Women are evaluating email distribution lists more important than men § Age: – The older a person, the less important the tools,
§ Social Media Experience – the more expertise, the more important the tools,
§ Number of contacts: – The more contacts the less important the tools
§ Achievement Motivation – The higher the level of achievement motivation the more important the tool
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– The older a person the less positive the evaluation of financial incentives
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– The higher the level of achievement motivation the more positive is the evaluation of the incentives and reinforcements
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Gender:
– low influence on motivation to use social media
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Gender:
– low influence on motivation to use social media
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Age:
– The older a person, the older the motive importance – The older a person, the less open to classical social media functions
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Gender:
– low influence on motivation to use social media
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Age:
– The older a person, the older the motive importance – The older a person, the less open to classical social media functions
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Social media experience: – The more expertise with social media, the more important the motives importance, information, autonomy, contact – Work-relevant facets of social media (forming groups, profile page, upload of CV and business card)are important
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Gender:
– low influence on motivation to use social media
§
Age:
– The older a person, the older the motive importance – The older a person, the less open to classical social media functions
§
Social media experience: – The more expertise with social media, the more important the motives importance, information, autonomy, contact – Work-relevant facets of social media (forming groups, profile page, upload of CV and business card)are important
§
Number of contacts in SNS:
– The more contacts in SNS the more positive the evaluation of social media tools – Them ore contacts the lower the importance of the motive importance
§
Gender:
– low influence on motivation to use social media
§
Age:
– The older a person, the older the motive importance – The older a person, the less open to classical social media functions
§
Social media experience: – The more expertise with social media, the more important the motives importance, information, autonomy, contact – Work-relevant facets of social media (forming groups, profile page, upload of CV and business card)are important
§
Number of contacts in SNS:
– The more contacts in SNS the more positive the evaluation of social media tools – Them ore contacts the lower the importance of the motive importance
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AMI:
– The higher a persons level of achievement motivation the more open to most social media tools and presented incentives – The higher the level of achievement motivation the higher the motive self-portrayal
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Classical diversity factors (age, gender) show only a relatively low influence on motives tools and incentives
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Experience with social media has an influence on the evaluation
incentives
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A persons achievement motivation only influences the usage motive self-portrayal, but has an influence on the evaluation of motivating social media tools and incentives
media in the working context
social media
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Analysis were limited to non-parametric test and correlations
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Small Sample in one enterprise (specific branche)
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We could only integrate a few new factors that might influence the motivation to use social media in the working context
Main insight
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Social media needs new research models for a prediction of acceptance
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For a successful integration of social media into business internal context more research is needed to uncover the ambivalent character of social media Future research
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Investigation of different branches
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Integration of more predicting factors
RWTH Aachen University, Human-Computer Interaction Center Campus-Boulevard 57 52074 Aachen, Germany
Dipl.-Inform. André Calero Valdez
Phone: +49 (0) 241/ 80 49239 E-Mail: calero-valdez@comm.rwth-aachen.de