Faculty of Economics and Business Administration Publications Database

Investigation of the Network Construction Behavior on Social Networking Sites

Krasnova, Hanna
Veltri, Natasha
Link External Source: Online Version
Year: 2010
Keywords: Social networks; Social ties; Structural modeling; Structural equation modeling SEM; Grounded Theory

By enabling connections between individuals, Social Networking Sites, such as Facebook, promise to create significant individual as well as social value. Encouraging connections between users is also crucial for service providers who increasingly rely on social advertising and viral marketing campaigns as important sources of their revenue. Consequently, understanding user’s network construction behavior becomes critical. However, previous studies offer only few scattered insights into this research question. In order to fill this gap, we employ Grounded Theory methodology to derive a comprehensive model of network construction behavior on social networking sites. In the following step we assess two Structural Equation Models to gain refined insights into the motivation to send and accept friendship requests – two network expansion strategies. Based on our findings, we offer recommendations for social network providers.