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Users and Nonusers: Interactions between Levels of Facebook Adoption and Social Capital

Users and Nonusers: Interactions between Levels of Facebook Adoption and Social Capital. Cliff Lampe (@ clifflampe ) Jessica Vitak (@ jvitak ) Nicole Ellison (@ nicole_ellison ). #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @ clifflampe @jvitak @ nicole_ellison.

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Users and Nonusers: Interactions between Levels of Facebook Adoption and Social Capital

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  1. Users and Nonusers: Interactions between Levels ofFacebook Adoption and Social Capital Cliff Lampe (@clifflampe) Jessica Vitak (@jvitak) Nicole Ellison (@nicole_ellison) #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  2. In what ways are Facebook users and non-users different, and how are heavy users distinct from light users? #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  3. Technology Adoption “…in general, the disparity in effort and benefit works against acceptance in many situations.” (Grudin, 1994) Flickr: ciaoamore

  4. Method • Random sample of 2150 non-faculty university staff • 614 responses (29% response rate) • 134 participants were non-users (22% of sample) • Instrument included validated scales & open-ended item (for non-users) #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  5. Binary logistic regression (predicting use of Facebook) revealed differences in: • Age • Bonding Social Capital • Facebook Usefulness • No differences in sex, ethnicity, education, weekly Internet use, Internet efficacy, self-esteem, or bridging social capital In what ways are Facebook users and non-usersdifferent? #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  6. Social Capital Flickr: HarlanH

  7. Facebook Usefulness Flickr: CapCase

  8. Time: “I believe it is a huge waste of time and it takes away from productivity in the workplace.” • Impersonal: “I prefer talking face to face or on the phone. My personal friends deserve a private conversation.” • Privacy concerns:“Even with the privacy guards in place, people can stalk you from your friends’ sites.” • Context collapse: “too much overlap between work and personal life on Facebook” • Lack of interest: “[I] don't see how it could add value to my life.” What are non-users’ reasons for not joining Facebook? #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  9. How are heavy users distinct from light users? Interaction on Site Time on Site Network Composition #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  10. Signals of Relational Investment Flickr: Spencer77

  11. Actual Friends #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  12. ANOVA Findings: Age Age #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  13. ANOVA Findings: Facebook Usefulness Facebook Usefulness #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  14. ANOVA Findings: Bridging Social Capital Bridging Social Capital #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  15. ANOVA Findings: Bonding Social Capital Bonding Social Capital #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  16. Discussion • Membership does not appear sufficient to garner benefits associated with use of SNSs • Users must actively engage with the site & their network to reap rewards • Unpacking reasons why some people choose to forgo using the site #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  17. Take aways Usefulness is an important frame by which non-users of Facebook express their motivations. How one uses Facebook is strongly associated with social capital outcomes. #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  18. Moving forward What features or social processes can Facebook implement to improve users’ literacy and site engagement? #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

  19. Thanks! Please address all questions to the intimidating Superman-lookalike in the audience. He won’t bite. Probably not, at least. This research was funded in part by NSF Grant #0916019: HCC: Small: The role of social network sites in facilitating collaborative processes. #CSCW2013 | Lampe, Vitak, & Ellison | Users & Nonusers | @clifflampe @jvitak @nicole_ellison

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