The Importance of Social Networks for Changing User Behavior

Social Networks

SOCIAL NETWORKS
1
The social network is one of the best platforms which are used by many companies and
users to share and receive any information from another. In this modern era, the use of
social network sites are growing rapidly because it provides a way to communicate with
others and it has potential to change the behaviour of consumers (Laroche, et al., 2012).
The aim of this essay is to analysis the importance of social networks for changing the
behaviour of users and impacts of social networking sites on the organization and
individual nature. This essay will involve a literature review which collects the views or
opinion of otter experts and discusses the role of social network in this modern society.
Social networks connected with computer systems, communication techniques and
different wireless protocols to interconnect two or more users with each other.
Social network website is so preventing in this advanced generation which is used by
many users to communicate with other individuals. A recent study investigated that the
rate of the social network has increased by 34% between 2014 and 2016 and in the
year 2017 this rate increased by 15% because every person uses the internet
connectivity and social Medias to share any information. According to Cole, and
Griffiths, (2007) social network is defined as an online platform which allows
individuals to interact and communicate with others in the world and it is all about
networking socially where users can link with any person from any location. The
researcher also observed that it has the ability to change the behaviour or nature of the
consumer and there are many researchers that provided their views on this topic and
they evaluated that such kind of networks impacts on the consumer’s behaviour. Today,
there are main three social networks which are used by users such as Facebook, Snap
chat and twitter.
It is very true that social networks allow consumers to pursue interpersonal
relationships with their friends and family members. Park, Kee, and Valenzuela, (2009)
analysed that the social networks changed the behaviour of consumers by 70% and
there are numbers of users that use such kind of technology in their daily life which
affect nature and relationship with others. The author observed that the rate of negative
impacts of social network on consumers is very high as compared to the positive
impacts and this rate is growing day by day. A survey evaluated that individuals who
use social networks frequently have improved levels of negative emotions, for example,
envy and isolation. By using such kind of network systems few individuals can feel that
everyone else has a better life as compared to the other (Seidman, 2013). There are few
common areas of untruths are identified by the researcher such as appearance,
travelling, food issues, babies and pets and clothing. The researcher has indicated that
most consumers use Facebook and they linked with numbers of friends in their
accounts. The social networks make it appear which a large number of individuals
believe in certain ideas because they assume that if a consumer shares any information
in social networking sites they are implicitly giving their supports to that idea. It is
observed that social networks tend to lead individuals to accentuate the positive in their
profile and it is one of the mots key factors which influence the rate of social networks.

SOCIAL NETWORKS
2
It changed the behaviour of consumers because every consumer connected with the
other through social networks and they share their feelings with other which create a
problem that changes their nature. Kwak, et al., (2010) analysed that social networks
can make an individual more likely to engage in conflict online and many users feel
more comfortable when they communicate with other through online networks.
Investigator conducted a survey and observed that social network sites can influence
individuals to control and manage the stronger connection with someone which can
play with their feelings and it is discussed that around 45% of the people connected
with their friends by social networks that increase the problem of irritation and
enhance the attitude (Casler, Bickel, and Hackett, 2013).
Such kind of networks also helps consumers to enhance their knowledge and aware of
current events and issues. A recent study identified that around 4 people in a group of 5
members use the social networks and they linked through social media from any
location. There are many positive impacts of social networks on the human behaviour
such as individual can enhance their knowledge in the field of social networks; they can
find new friends and life partners and it also provides the job related information which
can change consumers life and behaviour in a positive manner. According to Valenzuela,
Arriagada, and Scherman, (2012), the effect of social network on the individual and
their nature is enormous and it can increase the issue of struggle and irritation. Many
small and biggest business industries are using social networking sites to communicate
with their clients but most consumers provided negative feedback on the social
networks which can reduce their productivity and performance in the market. The
author also observed that the impact of social network completely depended upon the
consumer how much time they have spent on the social networking sites like Facebook,
Twitter and many more.
Previous research founded that 70% of consumers spent around 18 hours on social
networking sites in a day and they interact with their friends. For example, there are
four friends they linked with the social networking sites and they make a trip plan. Each
person provides their views on this trip and they planned to go Australia after few days
one of them changed their mind and say they he is not able to come (Trope, Liberman,
and Wakslak, 2007). This statement creates uncertainty in rest of friends and it impacts
on their behaviour and increases the rate of irritation. Therefore, the use of social
networks can change the behaviours and it also increases the gap between two or more
friends. In a personal way the rate of negative impacts in very high rather than
professional way because every consumer spent more time on social networking
applications. It is occurred due to lack of communication and face to face interaction
and many consumers are addicted to the internet which influences the negative
impacts.
Children play games and communicate with their friend by using online networks and it
can reduce their interest in other activities like study, interact with their parents and
they play online game rather than offline which increase the negative impacts of social