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Managing Relationships on Facebook.com: How Users Monitor Themselves, Others and Brands Online

Managing Relationships on Facebook.com: How Users Monitor Themselves, Others and Brands Online

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Published by olgakazakova
This paper seeks to understand how Facebook users monitor their personal brands online and how advertisers can leverage this opportunity. The history, development trends and current state of social networking sites will be applied to two theoretical models, the Impression Management Theory and Social Cognitive Theory.

Two data collection activities are discussed, one qualitative and one quantitative, which examine behaviors and beliefs related to managing relationships on Facebook.com and the implications for advertisers.
This paper seeks to understand how Facebook users monitor their personal brands online and how advertisers can leverage this opportunity. The history, development trends and current state of social networking sites will be applied to two theoretical models, the Impression Management Theory and Social Cognitive Theory.

Two data collection activities are discussed, one qualitative and one quantitative, which examine behaviors and beliefs related to managing relationships on Facebook.com and the implications for advertisers.

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Categories:Types, Research
Published by: olgakazakova on Aug 24, 2009
Copyright:Attribution Non-commercial

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