Three Essays on Social Media: the Effect of Motivation, Participation, and Sentiment on Performance

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In recent years, social media has experienced tremendous growth in the number of users. Facebook alone has more than 1.3 billion active users and Twitter has attracted over 600 million active users. Social media has significantly changed the way humans communicate. Many people use social media to keep in touch with family and friends and receive up-to-date information about what happens around the world. Politicians are using social media to support their campaigns. Use of social media is not restricted to individuals and politicians. Businesses are now using social media to promote their products and services. Many companies maintain Facebook ... continued below

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ix, 118 pages : illustrations (some color)

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Salehan, Mohammad August 2015.

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This dissertation is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 936 times , with 60 in the last month . More information about this dissertation can be viewed below.

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  • Salehan, Mohammad

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In recent years, social media has experienced tremendous growth in the number of users. Facebook alone has more than 1.3 billion active users and Twitter has attracted over 600 million active users. Social media has significantly changed the way humans communicate. Many people use social media to keep in touch with family and friends and receive up-to-date information about what happens around the world. Politicians are using social media to support their campaigns. Use of social media is not restricted to individuals and politicians. Businesses are now using social media to promote their products and services. Many companies maintain Facebook and Twitter accounts to keep in touch with their customers. Consumers also use social media to receive information about products/services. Online product reviews are now an important source of information for consumers. This dissertation aims to address one fundamental research question: how do individual differences among users lead to different levels of performance on social media? More specifically, this dissertation investigates the motivations of use and the predictors of performance in the context of social media. We utilize sentiment mining to predict performance in different types of social media including information diffusion in Twitter and helpfulness and readership of online consumer reviews. The results show how different motivations lead to different levels of participation in social media and level of participation consequently influences performance. We also find that sentiment of the messages posted on social media significantly influence their performance.

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ix, 118 pages : illustrations (some color)

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  • August 2015

Added to The UNT Digital Library

  • March 4, 2016, 4:14 p.m.

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  • May 15, 2017, 1:19 p.m.

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Salehan, Mohammad. Three Essays on Social Media: the Effect of Motivation, Participation, and Sentiment on Performance, dissertation, August 2015; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc804892/: accessed December 15, 2018), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .