Exploring user behavior and brand engagement on social media platforms.
This project investigates the role of impression management in the relationship between users and brands on Facebook. The focus is on understanding how users engage in impression management by liking strong brands to enhance their social status among Facebook friends.
My role involved conducting research, designing the study, and analyzing the data to answer the research question.
My role involved conducting research, designing the study, and analyzing the data to answer the research question
The project addresses the gap in research regarding whether Facebook users engage in impression management by liking strong brands to enhance their social standing among their friends.
The study is based on the theory of Basking-in-Reflected-Glory (BIRG), which explains how individuals associate themselves with successful others to enhance their own image. An online survey was conducted using the snowball sampling method, and data from 102 respondents were analyzed using correlation, regression, and moderation analyses.
The implementation involved operationalizing the theoretical model of BIRG, designing the online survey, distributing it through social networks, and collecting responses for analysis
Key features of the study included the survey design, which covered participants' Facebook usage, brand interactions, and awareness of impression management techniques, and the use of correlation, regression, and moderation analyses to interpret the data
A significant finding was that Facebook users tend to like strong brands to improve their social standing among friends. This behavior aligns with the BIRG theory, where individuals enhance their image by associating with successful brands.
The study confirmed that users engage in impression management by liking strong brands on Facebook. This behavior helps them improve their social status among their peers. Additionally, the research highlighted that not all brands are equally effective in enhancing users' social standing.
The project demonstrated the importance of understanding user behavior in social networks. It also highlighted the need for brands to consider how their social media presence can influence users' impression management strategies. Future research should explore the impact of different types of brand interactions on user behavior.
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