User behavior on social networking sites: voluntary vs. mandated entry

Gore, Ratika and Maity, Moutusy (2021) User behavior on social networking sites: voluntary vs. mandated entry. In European Marketing Academy 2021 Regional Conference.

Record type: Conference or Workshop Item (Paper)

Abstract

This research investigates user attitude and behavior across two types of social networking sites (SNSs): where user membership is either voluntary or mandated. Regulatory focus theory, self-determination theory and cognitive dissonance theory provide the theoretical underpinnings for the research. Twenty in-depth interviews were conducted with users of two similar SNSs, where the only difference was in the entry requirements (voluntary vs. mandated). Factors that affect user behavior (identified through content analysis), include: a) regulatory focus (eager/vigilant), b) autonomy (choice in entry, friends, content, agenda), and c) dissonance (name of SNSs). These insights are likely to help marketers manage brand engagement.

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