“Following Back” in Social Media: Reciprocity as a Norm?

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dc.contributor.author Zhu, Andrew Q en
dc.contributor.author Sajtos, Laszlo en
dc.contributor.author Brodie, Roderick en
dc.coverage.spatial Adelaide, Australia en
dc.date.accessioned 2014-07-11T00:13:54Z en
dc.date.issued 2012 en
dc.identifier.citation Australian and New Zealand Marketing Academy Conference, Adelaide, Australia, 03 Dec 2012 - 05 Dec 2012. 2012 en
dc.identifier.uri http://hdl.handle.net/2292/22456 en
dc.description.abstract The development of social media tools (e.g. Social Networking Sites, SNSs) is highly dependent on reciprocal behaviours found by Internet bloggers. This paper discusses the concept of reciprocity in relation to social media as a means of facilitating the establishment of interpersonal relationships. In particular, the phenomenon of reciprocal behaviour “following back” is examined using the Chinese SNS, Sina Weibo. The study examines how an initial norm of “following back” has been recognised by social media users, but has also become somewhat disrespected. The study defines the concept of reciprocity in a social media context and proposes a holistic conceptual framework of the psychological process of reciprocity consisting of four underlying factors („perceived engagement‟, „perceived equivalence of power‟, „perceived existence of reciprocal value‟ and „burden of choice‟) and linkages between reciprocity and motivation are also identified. This paper concludes by exploring new directions for appropriate research and serves as a basis for my further quantitative investigation. en
dc.relation.ispartof Australian and New Zealand Marketing Academy Conference en
dc.rights Items in ResearchSpace are protected by copyright, with all rights reserved, unless otherwise indicated. Previously published items are made available in accordance with the copyright policy of the publisher. en
dc.rights.uri https://researchspace.auckland.ac.nz/docs/uoa-docs/rights.htm en
dc.title “Following Back” in Social Media: Reciprocity as a Norm? en
dc.type Conference Item en
pubs.author-url http://www.anzmac.org/conference_archive/2012/papers/313ANZMACFINAL.pdf en
pubs.finish-date 2012-12-05 en
pubs.start-date 2012-12-03 en
dc.rights.accessrights http://purl.org/eprint/accessRights/RestrictedAccess en
pubs.subtype Abstract en
pubs.elements-id 445466 en
pubs.org-id Business and Economics en
pubs.org-id Marketing en
pubs.org-id Other Academic Activities en
pubs.org-id Tertiary Foundation Cert en
pubs.record-created-at-source-date 2014-07-10 en

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