Social Networks Essay: Examining Social Network's Impact on Users

This essay delves into the multifaceted impact of social networks on user behavior, drawing upon a comprehensive review of academic literature. It examines how social media platforms facilitate change, exploring concepts such as the 'small world problem,' models of diffusion, virality, and exponential/linear growth models. The analysis considers the roles of social connectors and tipping points in shaping online interactions and influencing user attitudes. The essay investigates the positive and negative effects of social media on individuals and organizations, including impacts on communication, knowledge acquisition, and potential downsides like increased conflict and addiction. It also discusses the use of social networks by businesses for marketing and client engagement and the associated security risks. The essay concludes by emphasizing the need for balanced social media use to mitigate negative impacts and promote healthy online behavior.

Social Networks

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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.

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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

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network on human behaviour. The main drawback of a social network is that if any
person uses social networking sites daily then he cannot spend one hour without using
social networks (Hawn, 2009). The main advantage of such technology is that it
provides a way to link with numbers of individuals at a time and users can send any
information to their friends in very less time. It is a small world problem which
increasing very fast because every consumer uses internet connectivity to use social
networks like Facebook and other. According to Stieglitz, and Dang-Xuan, (2013) social
network is the model of diffusion that has the capability to change the behaviour of
consumers, parents and family members.
It is one of the best innovations in the field of information and communication
technology which is used by every business industries, companies and individuals to
transfer and receive any kind of message or data files. Virility influences the people
behaviour on the social network in both positive and negative manner. The recent
investigation identified that it can be used as a tool to spread awareness regarding
social issues such as diseases, poverty, literacy and many more. On the other hand,
going viral can also have a negative impact on people since they are exposed negative
feedback from people all across the world. By using such kind of platform individual can
viral any issue and problem because they connected with numbers of individuals so it
has both positive and negative impacts (Goh, Heng, and Lin, 2013).
Today, every organization uses this approach to enhance their productivity and it has
the ability to increase their market value exponentially. If any consumer gives negative
feedback on social networking sites then the company can reduce their values in the
market and their productivity can decrease linearly. For example, one person bought
any product from Amazon and he received the bad quality item or defective product
then he can provide their feedback on social networks like Facebook, Twitter and many
more. Such kind of issue can decrease their productivity and performance of their
business. Cheung, Chiu, and Lee, (2011) identified the around 80% of people connected
with their friends and family members through social networks because of their few
benefits such as very easy to use, take less time, low cost and many more. The use of
social networks also influences the rate of tipping point because of every person linked
through a social network which increases the problem of irritation. Therefore, there are
both positive and negative impacts of social networks on the behaviour of consumers or
users but the percentage of negative impacts is increasing day by day rather than
negative impacts.
Slater, (2007) recommended that people should use social networks only for few hours
because every person uses Facebook, Twitter and other around 15 hours a day. It also
affects the health of human and increases different kinds of disease and health disorder
like obesity, type 2 diabetes and other. The author conducted a survey and collected the
views of other persons through questionnaire and evaluated that the social network has
enabled companies to design and implement a strong relationship with the clients.
Ebay, Amazon, Flip kart all these are the best examples that increased their productivity

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exponentially by using social networks during their business. Moreover, it also
increases the various security issues and threats that can change the nature of
individuals such as data breach, hacking and cyber-crimes (Tess, 2013). It is discussed
that social networks have decreased the world to a global village and people can
communicate with other individuals from one location to another by using social
networking sites.
Through this platform, people can share their ideas, information and expose their talent
that can viral on social networks. However, this type of technology also helps them to
make new friends and also allow them to interact with their old friends. Therefore, the
social networks provided a medium to show their talents and knowledge to other
people and many people make funny videos and share on social media which is one of
the best examples of virility. So, it is founded the use of social networks can influence
the way the user behaves online and it changed their minds and nature in both positive
and negative manner.
It is concluded that every person is connected through social networking websites and
they can share their information from one person to another by using social networks.
This essay is completely based on social networks and with the help of this paper
readers can expend their skills in the area of information technology. This essay
described the fundamental concept of social networks and the impact of such
technology on human behaviours or nature. It is founded that the rate of negative
impacts of social networks are very high rather than positive impacts and it can change
the behaviour of the individual. Therefore, people should use social networking sites in
only limited time and they can maintain their behaviour with their friend by reducing
the use of social media. Parents should ensure that their children use mobile phones
only for education purpose and spend less time on social networks to reduce their
negative impacts.

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References
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