Social Network Citizenship

Social Network Citizenship

Mina Seraj (Bogazici University, Turkey) and Aysegul Toker (Bogazici University, Turkey)
Copyright: © 2014 |Pages: 19
DOI: 10.4018/978-1-4666-5942-1.ch006
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Abstract

This chapter describes and discusses the specificities of membership commitment to online social networks. While delineating these specificities, we introduce the concept of social network citizenship (SNC) to define the characteristics of committed network members. A conceptual model involving commencement, creation, change, and commitment is developed in order to establish the antecedents of this new concept. In addition, the implications for marketing practice are discussed to reveal how companies can acquire social network citizens to retain their social media marketing strategies successful.
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Background

A social network is a group of individuals or entities that are connected through various factors such as common topics of interest, similar demographics, friendships, purposes of knowledge or commercial exchange, online self-presence, and a sense of belonging. These phenomena have been studied under different names such as virtual communities (Rheingold, 1993), virtual communities of consumption (Kozinets, 1999), online communities, electronic tribes (Cova, 1997; Kozinets, 1999; Cova, 2002; Adam and Smith, 2010), etc. Therefore, literature on these themes as well as extensive studies on computer-mediated communication, social ties, WOM, and social media all provide different perspectives to derive a model for understanding social networks and the issue of commitment.

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