Case Of Facebook Research Articles

IPO pricing as a function of your investment banks' past mistakes: The case of Facebook

On May 18, 2012 Facebook held its initial public offering (IPO), raising over $16 billion making it one of the largest IPOs in history. To the surprise of many investors, there was no underpricing―the stock closed the first day of trading flat from its offer price. The Facebook IPO was described as not only disappointing but also detrimental to the broader market. We explore why one IPO should have such widespread consequences. We document that the IPO market was silent for 41days following Facebook. When it re-opened 41days later, the average level of underpricing increased from 11% pre-Facebook to 20% post-Facebook. The common blame was an overall increase in risk-aversion among investors. We offer an alternative explanation. We show that the entire increase in underpricing is concentrated in the IPOs of the Facebook lead underwriters. We find no statistical difference in underpricing pre- and post-Facebook for non-Facebook underwriters. We argue that investment bank loyalty to their institutional investor client based propelled the Facebook underwriters to increase underpricing to compensate for the perceived losses on Facebook.

Public interactions, private censorship: the case of Facebook

Facebook is examined as a transnational online social networking platform where public discussions and interactions take place. The study surveys the private control of cultural and political expressions exercised by the platform's managers, which can be defined as private censorship. Cases of removal of content are presented and Facebook's political control policies discussed. The article also shows how Facebook rules display highly discretionary components and an aesthetic that can be portrayed as a kind of biopolitics of the information-age society.

IPO Pricing as a Function of Your Investment Bankss Past Mistakes: The Case of Facebook

On May 18, 2012 Facebook held its initial public offering (IPO), raising over $16 billion making it one of the largest IPOs in history. To the surprise of many investors, there was no underpricing ― the stock closed the first day of trading flat from its offer price. The Facebook IPO was described as not only disappointing but also detrimental to the broader market. We explore why one IPO should have such widespread consequences. We document that the IPO market was silent for 41 days following Facebook. When it re-opened 41 days later, the average level of underpricing increased from 11% pre-Facebook to 20% post-Facebook. The common blame was an overall increase in risk-aversion among investors. We offer an alternative explanation. We show that the entire increase in underpricing is concentrated in the IPOs of the Facebook lead underwriters. We find no statistical difference in underpricing pre and post-Facebook for non-Facebook underwriters. We argue that investment bank loyalty to their institutional investor client based propelled the Facebook underwriters to increase underpricing to compensate for the perceived losses on Facebook.

출판사의 스토리텔링 마케팅 효과 연구: 페이스북을 중심으로

출판사의 스토리텔링 마케팅 효과 연구: 페이스북을 중심으로

Amplifying the Impact of Digital Advertising: The Role of Published Sales Rankings

This paper investigates the ability of published sales rankings to enhance, or amplify, the effectiveness of digital advertising. The rank amplification mechanism is that advertising increases sales, which in turn enhances the sales rank of the product. This information is published and seen by potential customers, increasing sales further. Therefore this research aims to unify the emerging literature on digital advertising and the concept of social learning. We study the case of Facebook advertising for a smart phone app. The app is sold on Apple’s App Store and its rank is published on that website. We find the rank amplification effect is real and managerially important. In fact the rank effect component of the mechanism is larger than the direct advertising effect, raising the total ROI of advertising significantly. We explore two implications of rank amplification. First, we find through simulation that rank amplification increases industry concentration. Second, we find using a dynamic optimization that rank amplification increases profits but not necessarily advertising spend due to free-riding the rank amplification mechanism. Our findings suggest that rank amplification should be considered in the planning and evaluation of digital advertising.

Determinants of Continuance Intention to Use Social Networking Sites SNS’s: Studying the Case of Facebook

The purpose of this research is to examine the effect of perceived usefulness, perceived ease of use, perceived trust, perceived enjoyment, and subjective norms on users’ satisfaction and continuance intention to use Facebook in the Hashemite kingdom of Jordan. Using a structured questionnaire, the primary data was collected from 584 users’ who have an active Facebook accounts. Multiple regression analysis was employed to test the research model and hypotheses. The research findings indicated that perceived usefulness, perceived ease of use, perceived trust, perceived enjoyment, and subjective norms have a positive and significant effect on users' satisfaction and continuance intention to use Facebook. The findings also indicated that the strongest predictors, based on beta values, on both users’ satisfaction and continuance intention to use Facebook is subjective norms, and respectively; perceived enjoyment, perceived usefulness, perceived ease of use, and perceived trust. Research results, recommendations, and future research opportunities are also discussed.

SNS 텍스트에 나타난 코드스위칭의 담화 기능 : 페이스북 사례를 중심으로

SNS 텍스트에 나타난 코드스위칭의 담화 기능 : 페이스북 사례를 중심으로

The Use of Social Media in Public Relations: A Case of Facebook in the Ghanaian Financial Services Industry

The technological advancement of the 21 st century has revolutionized the business environment in such a way that corporate communication has been migrated from offline into online. The use of social media in corporate communication has resulted in the use of Facebook as a Public relations (PR) tool for organizations. The purpose of this research is to find out how organizations use Facebook as a PR tool to foster relationship with current and potential customers as well as the general public. Purposive sampling is used to select four companies from the financial services sector of the Ghana club 100. Content analysis is used for data collection and both qualitative and quantitative analysis are utilised for data analysis. The results indicate that all the selected companies use Facebook often as PR tool; however there is more one way communication resulting in less interaction to increase the relationship and foster closer relationship between the organization and its public. The interaction is more from the organization to the customers and the public with few responses from the customers. There is a need for more two way interaction between the organizations and their publics. Keywords: Public Relations, Social Media, Facebook, Technology, Publics, and communication

Privacy antecedents for SNS self-disclosure: The case of Facebook

In recent years, social networking sites have spread rapidly, raising new issues in terms of privacy and self-disclosure online. For a better understanding of how privacy issues determine self-disclosure, a model which includes privacy awareness, privacy social norms, privacy policy, privacy control, privacy value, privacy concerns and self-disclosure was built. A total of 661 respondents participated in an online survey and a structural equation modeling was used to evaluate the model. The findings indicated a significant relationship between privacy value/privacy concerns and self-disclosure, privacy awareness and privacy concerns/self-disclosure, privacy social norms and privacy value/self-disclosure, privacy policy and privacy value/privacy concerns/self-disclosure, privacy control and privacy value/privacy concerns. The model from the study should contribute new knowledge concerning privacy issues and their shaping of self-disclosure on social networking sites. It could also help networking sites service providers understand how to encourage users to disclose more information.

Roles of social media in the retail sector in Tunisia: the case of Facebook

The purpose of this research is to study the effect of information on the viability of a relationship with a retail store via Facebook through the effects of perceived quality and perceived credibility of information the usefulness of the information source and the intention to continue to use this source by the consumer. The data from this study were collected from a survey via Internet. The survey was conducted on a real fan page of a retail enterprise. The sample consists of 210 users Tunisians. A model was developed based on existing research in the area of quality of service online, quality, credibility and information via Facebook and intention to use this source utility by the customer. Data were analysed using structural equation modelling.The results show that the quality and credibility of information have a positive and significant impact on the usefulness of the information source and indirectly leads to an intention to continue to use this source of information by the customer, especially the fan page of retail enterprises. On the practical level, this research enables the retail companies to consider social media and especially Facebook as a means of communication because of the importance of information and communication technologies and the growing number of Internet.

Forecasting the productivity of a virtual enterprise by agent-based fuzzy collaborative intelligence—With Facebook as an example

Since the Internet bubble, firms that focus on virtual enterprises have sought to enhance productivity. To achieve this goal, a firm must evaluate its present productivity and estimate its future productivity. To overcome the considerable uncertainty in estimates of productivity, we propose an agent-based fuzzy collaborative intelligence approach that predicts productivity. First, a fuzzy learning model is built and used to estimate future productivity. Subsequently, the fuzzy learning model is fitted by several agents with diverse settings; those agents produce different productivity forecasts. Fuzzy intersection is then applied to determine the narrowest range that contains the actual value from the fuzzy forecasts. Finally, a back-propagation network derives a representative value from the fuzzy forecasts. The real-world case of Facebook is used to demonstrate the applicability of the proposed methodology.

The Relationship between the Use of Social Networking Sites (SNS) and Perceived Level of Social Intelligence among Jordanian University Students: The Case of Facebook

This study aimed to investigate Jordanian university students’ use of Facebook and their perceptions of their social intelligence as well as the relationship between students’ use of Facebook and a self reported measure of their social intelligence. The participants in this study were 282 students from different colleges in a Jordanian public university. For the purpose of the study, the researchers used cross-sectional survey design in which a questionnaire was administrated and collected in-class by number of faculty members, who agreed to have their classes participating in this study. The questionnaire aimed to collect data regarding students’ use of Facebook as well as the perceptions of their social intelligence. The analysis of the collected data showed that the majority of the students were active Facebook users. Participants’ perceptions of their level of social intelligence were positive and at moderate level. The findings showed significant association between Facebook use and perceived level of social intelligence among Jordanian university students. The current study disagreed with the common negative reputation, in Arab World, of the effect of Facebook on students’ social life. The current research study showed that the use of Facebook might benefit students’ social competencies and intelligence, through providing them with electronic platform that they can use to freely express themselves.

Generador de Grafos Multi-relacionales a partir de redes sociales

<p>La herramienta presentada en este artículo, <em>CorpuRed</em>, permite obtener datos de plataformas sociales en línea para ser utilizados en proyectos de investigación que requieran de información sobre el comportamiento social en Internet. La forma de obtener dichos datos depende ligeramente de cada plataforma (se muestra el caso particular de Facebook), y posteriormente son almacenados en una base de datos en grafo que será accesible a través de una API bajo una licencia académica. </p>

Testing the inter-relations of factors that may support continued use intention: The case of Facebook

Information systems (IS) may not improve organizational and/or companies’ performance if they are not used by stakeholders. Understanding why people continue or discontinue use of IS is crucial in increasing users’ acceptance. This article aims to analyze what is needed to perpetuate use of Facebook as a social media channel. Factors such as confirmation, perceived usefulness, social influence, satisfaction and attitude were tested for their impact on continued use intention in relation to Facebook. The inter-relations between the aforementioned constructs are tested with empirical data collected from 732 European university students. We found that social influence essentially had no effect within the model, so it seems that intention to continue using Facebook is affected mainly by stakeholders’/users’ attitude toward using this platform. Although we based the research on the IS Continuance Model, this article has extended its dimensions by incorporating (1) social influence and (2) attitude, offering the first investigation of continued use intention in relation to Facebook by testing the inter-relations between the aforementioned factors.

Exploring the intention to continue using social networking sites: The case of Facebook

Interactive social networking sites (SNSs) have transformed information acquisition, communication, and lifestyles. However, the values and sustainability of SNSs largely depend on sustaining users' participation and their willingness to recommend the SNS to others. Research on SNSs has mainly explored the behavioral intentions of users using the social psychology approach. This study integrated the concepts of conformity tendency and perceived playfulness into the technology acceptance model to explain why people continue to use an SNS. We collected 671 valid questionnaires through the SNS site, Facebook, and used a structural equation model to conduct an empirical study. The results indicated that for conformity tendencies, informational influence promoted the continued intention to use SNSs through perceived usefulness, not through normative influence. Furthermore, perceived ease of use was the primary factor that predicted whether users would continue using SNSs, and perceived playfulness may have facilitated users' continued intentions to use SNSs.

What Types of Learning may occur through Casual Use of a Social Network Site?The Case of Facebook

Over the past decade, World Wide Web has undergone a subtle but profound shift to Web 2.0 to become more of a social web. Social network sites (SNSs) form an integral part of everyday life for a plethora of people and represent a typical paradigm of this web evolution. Yet, little is known about how casual use of SNSs is related to learning, while most studies on SNSs revolve around adolescents and emerging adults. This study aims at casting light on the types of learning through casual use of SNSs by adults who seek for learning activities. For this purpose a quantitative survey has been administered to the most active members of a Greek Facebook group, whose main goal is to share announcements among members regarding learning events. The results showed that participants integrate Facebook in their daily practice, with women and younger adults spending slightly more time on site. Participants reported that several distinctive occurrences of learning emerge through casual Facebook use and it is concluded that everyday Facebook use may help in developing multiple types of learning.

How do people compare themselves with others on social network sites?: The case of Facebook

The social comparison theory and its subsequent studies say that comparing with others can influence an individual in several ways (e.g., evaluation of oneself, influence on self-esteem/self-confidence, and efficient decision making) and people compare with others when they are confronted with information of others. With the popularity of social network sites, many people acquire or are exposed to information of others on social network sites, which implies that people are likely to frequently engage in social comparison behavior on social network sites. The present paper examines social comparison behavior on social network sites (especially on Facebook) using a college students sample. We find that an individual’s personality characteristics (i.e., social comparison orientation, self-esteem, self-uncertainty, and self-consciousness) influence the person’s social comparison frequency on Facebook. A positive relationship between Facebook use intensity and social comparison frequency on Facebook is found. In addition, we find a positive association between social comparison frequency on Facebook and the frequency of having a negative feeling from comparison. Other findings are also reported in the paper.

The Facebook IPO: Ethical Violations or Not? Part II

“The Facebook case study illustrates several ways in which our disciplinary process differs from regulatory enforcement efforts.” This article is part II in a two part series. Part I can be found here: http://www.cfapubs.org/doi/abs/10.2469/cfm.v24.n6.20

Advertising strategies of Spanish advertisers in Social Media The Facebook case

Advertising strategies of Spanish advertisers in Social Media The Facebook case

Making friends and communicating on Facebook: Implications for the access to social capital

In this paper, we explore the dynamics of access to social capital on Facebook. Existing approaches to network-based social capital measures are adapted to the case of Facebook and applied to the friendship and communication data of 438,851 users. These measures are correlated to user data in order to identify advantageous behavior for optimizing the possible access to social capital. We find that the access to social capital on Facebook is primarily based on a reasonable amount of active communication. Exaggerated friending and posting behavior can deteriorate the access to social capital. Furthermore, we investigate which kinds of posts are most advantageous as well as questions of homophily based on social capital.