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Investigation of user behavior on social networking sites

Author

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  • Hajra Waheed
  • Maria Anjum
  • Mariam Rehman
  • Amina Khawaja

Abstract

Social networking sites (SNS) are used for social and professional interaction with people. SNS popularity has encouraged researchers to analyze the relationship of activities performed on SNS with user behavior. In doing so, the term “user behavior” is rather used ambiguously with different interpretations, which makes it difficult to identify studies on user behavior in relation to SNS. This phenomenon has encouraged this thorough research on the characteristics of user behavior being discussed in the literature. Therefore, in this study, we aim to identify, analyze, and classify the characteristics associated with user behavior to answer the research questions designed to conduct this research. A mapping study (also called scoping study), which is a type of systematic literature review, is employed to identify potential studies from digital databases through a developed protocol. Thematic analysis is carried out for the classification of user behavior. We identified 116 primary studies for full analysis. This study found seven characteristics associated with behavior that have direct influence on SNS use and nine factors that have an indirect effect. All studies were conducted largely under seven areas that set the context of these studies. Findings show that the research on SNS is still in its early stage. The range of topics covered in the analyzed studies is quite expansive, although the depth in terms of number of studies under each topic is quite limited. This study reports that activities performed on SNS are either associated with user behavior or reflect personality characteristics. The findings of this study could be used by practitioners to evaluate their SNS platforms and develop more user-centered applications. These studies can also help organizations to understand better the needs of their employees.

Suggested Citation

  • Hajra Waheed & Maria Anjum & Mariam Rehman & Amina Khawaja, 2017. "Investigation of user behavior on social networking sites," PLOS ONE, Public Library of Science, vol. 12(2), pages 1-19, February.
    • Handle: RePEc:plo:pone00:0169693
    DOI: 10.1371/journal.pone.0169693
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    References listed on IDEAS

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    1. Mangold, W. Glynn & Faulds, David J., 2009. "Social media: The new hybrid element of the promotion mix," Business Horizons, Elsevier, vol. 52(4), pages 357-365, July.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
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    1. Sundararaj, Vinu & Rejeesh, M R, 2021. "A detailed behavioral analysis on consumer and customer changing behavior with respect to social networking sites," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    2. Ma, Dan & Zhang, Chuan & Hui, Yarong & Xu, Bing, 2022. "Economic uncertainty spillover and social networks," Journal of Business Research, Elsevier, vol. 145(C), pages 454-467.

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