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The success factors of the Social Network Sites - 'Twitter'

Rechten: Alle rechten voorbehouden

The success factors of the Social Network Sites - 'Twitter'

Rechten: Alle rechten voorbehouden

Samenvatting

In this research, the success factors of Twitter are investigated from two perspectives: one from the business perspective and one form the user’s perspective. In the business perspective, the factors which influence Twitter’s success as a (business) organization are discussed. The organization evolution theory and the STOF model are applied as a theoretical framework for the business perspective. In the user’s perspective, the influential factors which motivate people to use Twitter are addressed. In this part, the UTAUT model and the Tiger pleasure framework are used as the theoretical framework for the influential factors. In the business perspective, experts’ views are used for discovering the influential factors on Twitter’s success in growing and the stabilized phase of its life cycle. The influential factors on the Twitter’s success in the growing phase are: being the first mover, focusing on short messaging, a faster way of communication, Twitter’s usage by important people, openness, simplicity, being a new trend, satisfying a niche need. There are several factors which will influence Twitter’s stabilized phase of its life cycle. These factors are as follows: continuing PR activities, preventing technical problems and preparing technical structure for higher users volume, satisfying new demands by users, paying attention to the monetizing strategy. Three generic processes of the evolution (variation, selection, retention) affected Twitter’s success in its growing phase. In variation phase, Twitter tried, firstly, to differentiate itself as an SNS for various purposes. Users can apply Twitter for socializing, networking and navigation purposes. Secondly, Twitter used strategies such as simplicity, focus and openness in its variation phase to distinguish itself from other SNSs. In selection phase, Twitter responded to a certain niche need (the need for a faster way of communication) in the market by establishing an SNS based on the short messaging. In retention phase, Twitter selected the created features by its users (such as Tweet@ and Retweet) and its predecessors (options such as: Home, Profile, Finding people and etc) in online social networking. Several factors from the STOF model influenced Twitter’s success in its growing phase. Twitter targeted a group of people who are eager to communicate with their social networks through short messaging. Twitter created a value proposition by providing its users both web-based and mobile platform SNS. This increases the accessibility of Twitter. The ability to communicate in short messaging is also a value proposition which distinguishes Twitter’s service from other SNSs. The easiness in the integration of Twitter with other services for various purposes also influenced Twitter ‘success in its growing phase. For instance, Twitter’s option on the online newspapers sites made it easier for their readers to send the articles (news) to their social network(s). In the user’s perspective, several influential factors are discovered that influence Twitter’s adoption by its users. These factors are related to the UTAUT model and the Tiger pleasure framework. A questionnaire is conducted among the SNSs’ users to see which of the factors are the determinant elements in Twitter’s usage. Based on the results from the questionnaire, the following factors are the most influential factors on Twitter’s adoption by its users: effort expectancy, facilitating condition, playfulness, status updates (short messaging) and open culture. In the monetizing strategy Twitter can use membership fee and advertising for revenue generation. According to the research results, the majority of the users do not oppose to a small amount of membership fee and a short one-off advertisement on their screens during their visit.

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OrganisatieHogeschool Utrecht
AfdelingKenniscentrum Communicatie en Journalistiek
PartnersCrossmedialab, Hogeschool Utrecht
Gepubliceerd inCrossmedialab, Hogeschool Utrecht
Datum2010-06-01
TypeMaster
TaalEngels

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