Advertisement

Influencing Factors Increasing Popularity on Facebook – Empirical Insights from European Users

  • Rainer Schmidt
  • Michael MöhringEmail author
  • Ralf-Christian Härting
  • Christopher Reichstein
  • Barbara Keller
Conference paper
Part of the Lecture Notes in Business Information Processing book series (LNBIP, volume 255)

Abstract

Popularity in social networks is a significant indicator of social success in western societies. The social capital within social networks has become an important element of social status. Therefore, the paper investigates why some users on Facebook receive more likes than others. The authors created eight hypotheses to test the influence of determinants on the popularity on the social media platform Facebook. The results show that especially gender, age, written posts and uploaded pictures or videos as well as adding new friends influences the popularity on Facebook.

Keywords

Social media behavior Facebook Likes Popularity Empirical study Empirical Popularity 

Notes

Acknowledgment

We thank Johannes Schlunsky and Kristina Martyn for supporting our research.

References

  1. 1.
    Ellison, N.B., Steinfield, C., Lampe, C.: The benefits of facebook ‘friends’: social capital and college students’ use of online social network sites. J. Comput. Mediat. Commun. 12(4), 1143–1168 (2007)CrossRefGoogle Scholar
  2. 2.
    Zuckerberg, M.: Facebook Q4 2014 Earnings Call Transcript (2014)Google Scholar
  3. 3.
    Kosinski, M., Stillwell, D., Graepel, T.: Private traits and attributes are predictable from digital records of human behavior. Proc. Natl. Acad. Sci. 110(15), 5802–5805 (2013)CrossRefGoogle Scholar
  4. 4.
    Lusoli, W., Bacigalupo, M., Lupiáñez Villanueva, F., Monteleone, S., Maghiros, I.: Pan-European Survey of Practices, Attitudes and Policy Preferences as regards Personal Identity Data Management. Publications Office of the European Union (2012)Google Scholar
  5. 5.
    Chang, C.-W., Heo, J.: Visiting theories that predict college students’ self-disclosure on facebook. Comput. Hum. Behav. 30, 79–86 (2014)CrossRefGoogle Scholar
  6. 6.
    Coleman, J.S.: Social capital in the creation of human capital. Am. J. Sociol. 94, 95–120 (1988)CrossRefGoogle Scholar
  7. 7.
    Quercia, D., Lambiotte, R., Stillwell, D., Kosinski, M., Crowcroft, J.: The personality of popular facebook users. In: Proceedings of the ACM 2012 Conference on Computer Supported Cooperative Work, New York, NY, USA, pp. 955–964 (2012)Google Scholar
  8. 8.
    Statista, Facebook - Durchschnittliche Anzahl an Freunden in den USA nach Altersgruppe 2014 | Umfrage, Statista (2014). http://de.statista.com/statistik/daten/studie/325772/umfrage/durchschnittliche-anzahl-von-facebook-freunden-in-den-usa-nach-altersgruppe/. Accessed 19 Feb 2015
  9. 9.
    Hoy, M.G., Milne, G.: Gender differences in privacy-related measures for young adult facebook users. J. Interact. Advertising 10(2), 28–45 (2010)CrossRefGoogle Scholar
  10. 10.
    Cooper, D.R., Schindler, P.S., Sun, J.: Business Research Methods, vol. 9. McGraw-hill, New York (2006)Google Scholar
  11. 11.
    Correa, T., Hinsley, A.W., De Zuniga, H.G.: Who interacts on the web?: The intersection of users’ personality and social media use. Comput. Hum. Behav. 26(2), 247–253 (2010)CrossRefGoogle Scholar
  12. 12.
    Forest, A.L., Wood, J.V.: When social networking is not working individuals with low self-esteem recognize but do not reap the benefits of self-disclosure on facebook. Psychol. Sci. 23(3), 295–302 (2012)CrossRefGoogle Scholar
  13. 13.
    Choi, M., Panek, E.T., Nardis, Y., Toma, C.L.: When social media isn’t social: friends’ responsiveness to narcissists on facebook. Pers. Individ. Differ. 77, 209–214 (2015)CrossRefGoogle Scholar
  14. 14.
    Koroleva, K., Stimac, V., Krasnova, H., Kunze, D.: I like it because I (‘m) like you–measuring user attitudes towards information on facebook. In: ICIS 2011 (2011)Google Scholar
  15. 15.
    Ong, E.Y., Ang, R.P., Ho, J.C., Lim, J.C., Goh, D.H., Lee, C.S., Chua, A.Y.: Narcissism, extraversion and adolescents’ self-presentation on facebook. Pers. Individ. Differ. 50(2), 180–185 (2011)CrossRefGoogle Scholar
  16. 16.
    Krasnova, H., Wenninger, H., Widjaja, T., Buxmann, P.: Envy on facebook: a hidden threat to users’ life satisfaction? Wirtschaftsinformatik 92, 1477–1492 (2013)Google Scholar
  17. 17.
    Oeldorf-Hirsch, A., Sundar, S.S.: Posting, commenting, and tagging: effects of sharing news stories on facebook. Comput. Hum. Behav. 44, 240–249 (2015)CrossRefGoogle Scholar
  18. 18.
    Moore, K., McElroy, J.C.: The influence of personality on facebook usage, wall postings, and regret. Comput. Hum. Behav. 28(1), 267–274 (2012)CrossRefGoogle Scholar
  19. 19.
    Wehrli, S.: Personality on social network sites: an application of the five factor model. Working Paper No. 7, Zurich: ETH Sociology (2008)Google Scholar
  20. 20.
    Hampton, K., Goulet, L.S., Marlow, C., Rainie, L.: Why most Facebook users get more than they give. Pew Research Center, Washington, DC, USA (2012)Google Scholar
  21. 21.
    Bachrach, Y., Kosinski, M., Graepel, T., Kohli, P., Stillwell, D.: Personality and patterns of facebook usage. In: Proceedings of the 3rd Annual ACM Web Science Conference, pp. 24–32 (2012)Google Scholar
  22. 22.
    McAndrew, F.T., Jeong, H.S.: Who does what on facebook? Age, sex, and relationship status as predictors of facebook use. Comput. Hum. Behav. 28(6), 2359–2365 (2012)CrossRefGoogle Scholar
  23. 23.
    Sánchez, R.A., Cortijo, V., Javed, U.: Students’ perceptions of facebook for academic purposes. Comput. Educ. 70, 138–149 (2014)CrossRefGoogle Scholar
  24. 24.
    Kothari, C.R.: Research Methodology: Methods and Techniques. New Age International, Darya Ganj (2011)Google Scholar
  25. 25.
    Hewson, C.: Internet Research Methods: A Practical Guide for the Social and Behavioural Sciences. Sage, Beverly Hills (2003)CrossRefGoogle Scholar
  26. 26.
    Rea, L.M., Parker, R.A.: Designing and Conducting Survey Research: A Comprehensive Guide. Wiley, London (2012)Google Scholar
  27. 27.
    Ryan, T., Xenos, S.: Who uses facebook? An investigation into the relationship between the big five, shyness, narcissism, loneliness, and facebook usage. Comput. Hum. Behav. 27(5), 1658–1664 (2011)CrossRefGoogle Scholar
  28. 28.
    Maier, C., Laumer, S., Eckhardt, A., Weitzel, T.: Giving too much social support: social overload on social networking sites. Eur. J. Inf. Syst. 24, 447–464 (2014)CrossRefGoogle Scholar
  29. 29.
    Sagioglou, C., Greitemeyer, T.: Facebook’s emotional consequences: why facebook causes a decrease in mood and why people still use it. Comput. Hum. Behav. 35, 359–363 (2014)CrossRefGoogle Scholar
  30. 30.
    T. L. Project Team: LimeSurvey - the free and open source survey software tool! 24 Apr 2011. https://www.limesurvey.org/de/. Accessed 15 Feb 2015
  31. 31.
    Social networking fact sheet, pew research center’s internet and American life project. http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/. Accessed 10 Feb 2015
  32. 32.
    Stigler, S.M.: The Story of Statistics: The Measurement of Uncertainty Before 1900. Harvard University Press, Cambridge (1986)zbMATHGoogle Scholar
  33. 33.
    Boscovich, R.J.: De litteraria expeditione per pontificiam ditionem, et synopsis amplioris operis, ac habentur plura ejus ex exemplaria etiam sensorum impressa. Bononiensi Sci. Artum Inst. Atque Acad. Comment. 4, 353–396 (1757)Google Scholar
  34. 34.
    Boscovich, R.J.: De recentissimis graduum dimensionibus, et figura, ac magnitudine terrae inde derivanda. Philos. Recentioris Benedicto Stay Romano Arch. Publico Eloquentare Profr. Versibus Traditae Libri X Adnot. Suppl. P Rogerii Joseph Boscovich SJ Tomus II, 406–426 (1757)Google Scholar
  35. 35.
    Mason, C.H., Perreault, W.D.: Collinearity, power, and interpretation of multiple regression analysis. J. Mark. Res. XXVIII, 268–280 (1991)CrossRefGoogle Scholar
  36. 36.
    Gefen, D., Straub, D., Boudreau, M.C.: Structural equation modeling and regression: guidelines for research practice. Commun. Assoc. Inf. Syst. 4(1), 2–77 (2000)Google Scholar
  37. 37.
    Schmidt, R., Möhring, M., Maier, S., Pietsch, J., Härting, R.-C.: Big data as strategic enabler - insights from central European enterprises. In: Abramowicz, W., Kokkinaki, A. (eds.) BIS 2014. LNBIP, vol. 176, pp. 50–60. Springer, Heidelberg (2014)CrossRefGoogle Scholar
  38. 38.
    Chin, W.W.: The partial least squares approach to structural equation modeling. Mod. Meth. Bus. Res. 295, 295–336 (1998)Google Scholar
  39. 39.
    Keller, G.: Statistics for Management and Economics, pp. 1–674. Cengage, Boston (2014)Google Scholar
  40. 40.
    Marjanovic, O., Rothenhoefer, M.: Improving knowledge-intensive business processes through social media. In: Proceedings of the AMCIS 2014. AISNET, Savannah (2014)Google Scholar
  41. 41.
    Schoendienst, V., Dang-Xuan, L.: Investigating the relationship between number of friends, posting frequency and received feedback on facebook. In: ECIS 2012 Proceedings, p. 234 (2012)Google Scholar
  42. 42.
    Kietzmann, J.H., Hermkens, K., McCarthy, I.P., Silvestre, B.S.: Social media? Get serious! Understanding the functional building blocks of social media. Bus. Horiz. 54, 241–251 (2011)CrossRefGoogle Scholar
  43. 43.
    De Vries, L., Gensler, S., Leeflang, P.S.: Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. J. Interact. Mark. 26(2), 83–91 (2012)CrossRefGoogle Scholar
  44. 44.
    Spence, M.: Job market signaling. Q. J. Econ. 87(3), 355–374 (1972)CrossRefGoogle Scholar

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Rainer Schmidt
    • 2
  • Michael Möhring
    • 2
    Email author
  • Ralf-Christian Härting
    • 1
  • Christopher Reichstein
    • 1
  • Barbara Keller
    • 1
  1. 1.Aalen University of Applied Sciences, Business Information SystemsAalenGermany
  2. 2.Munich University of Applied Sciences, Business Information SystemsMunichGermany

Personalised recommendations