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Social Network Citizenship

Social Network Citizenship

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Author(s): Mina Seraj (Bogazici University, Turkey)and Aysegul Toker (Bogazici University, Turkey)
Copyright: 2014
Pages: 19
Source title: Cyber Behavior: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-5942-1.ch006

Keywords: Cyber Behavior / Human Aspects of Technology / Information Science Reference / Social Sciences & Humanities

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Abstract

This chapter describes and discusses the specificities of membership commitment to online social networks. While delineating these specificities, we introduce the concept of social network citizenship (SNC) to define the characteristics of committed network members. A conceptual model involving commencement, creation, change, and commitment is developed in order to establish the antecedents of this new concept. In addition, the implications for marketing practice are discussed to reveal how companies can acquire social network citizens to retain their social media marketing strategies successful.

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