دانلود رایگان مقاله انگلیسی بررسی میزان توسعه شبکه های اجتماعی آنلاین از طریق پنج مدل Cs تشابه - امرالد 2017

Abstract

Purpose – The purpose of this paper is to explore the influence of five dimensions of similarity (i.e. condition similarity, context similarity, catalyst similarity, consequence similarity and connection similarity) on Facebook social networks development. Design/methodology/approach – A questionnaire-based survey was conducted with 245 Romanian college students. SmartPLS 3 statistical software for partial least squares structural equation modeling was chosen as the most adequate technique for the assessment of models with both composites and reflective constructs. Findings – More than 52 percent of the variance in social network development was explained by the advanced similarity model. Each dimension had a positive effect on Facebook social networks development, the highest influences being exerted by condition similarity, context similarity and consequence similarity. Research limitations/implications – The current approach is substantively based on the homophily paradigm in explaining social network development. Future research would benefit from comparing and contrasting complementary theories (e.g. the rational self-interest paradigm, the social exchange or dependency theories) with the current findings. Also, the research is tributary to a convenience-based sample of Romanian college students which limits the generalization of the results to other cultural contexts and, thus, invites further research initiatives to test the model in different settings. Social implications – Similarity attributes and mechanisms consistently determine the dynamics of online social networks, a fact which should be investigated in depth in terms of the impact of new technologies among young people. Originality/value – This study is among the first research initiatives to approach similarity structures and processes within an integrative framework and to conduct the empirical analysis beyond US-centric samples.

Discussion and conclusions

Summary of the results The investigation of the Five Cs Model of Similarity within Facebook online social networks brought to the fore the attributes and mechanisms of similarity in the framework of social network development. At this level, the data analysis validated the main inferred relationships of the research in the case of Romanian college students – more than half of the variance of social network development is explained by the advanced model comprising condition similarity, context similarity, catalyst similarity, consequence similarity and connection similarity.

The first research hypothesis considering the positive effect of condition similarity on social network development was partially supported in the context of the Romanian-based sample. While the direct effect is non-significant, the indirect and total effects are validated, stressing that similarity in terms of age, socio-economic backgrounds, goals, hobbies, preferences influences social network development by means of various social mechanisms (i.e. contexts, catalysts, consequences, connections). In this vein, 52.2 percent of the variance in social network development is explained by the advanced model. The results are in line with Lewis and Wimmer’s (2010, p. 591) findings in the case of American students which indicate that socio-demographic structures indirectly influence the overall network composition of Facebook.