Tom H. C. Anderson - Next Gen Market Research™adobe dreamweaver cs5 with fireworks cs5 for windows mac
microsoft sql server 2008 enterprise edition requirements
corelcad 2013 x64 keygen
sony vegas movie studio dvd 9 platinum pro
adobe creative suite 6 design web premium cs6 classroom in a book
microsoft office word 2007 lost product key
ableton live 8 suite educational
download microsoft office 2007 professional plus edition
adobe photoshop lightroom 3. galileo design
adobe after effects cs4 update windows
alien skin bokeh 2 activation code
adobe indesign cs4 shortcuts mac
kurs steinberg cubase 5 download
adobe audition cs6 5.0.1 build 7 keygen
autodesk maya 2015 license was not obtained
microsoft windows server 2008 r2 enterprise download
windows 8 microsoft office product key generator
coreldraw graphics suite x5 on windows 8
microsoft office 2013 professional plus key kaufen
urgent service notification for parallels desktop 7 for mac users
microsoft windows server 2012 essentials minimum requirements
microsoft visual studio ultimate 2012 x64
portable autodesk autocad 2010 full
adobe flash catalyst cs5.5 full
microsoft office professional plus 2013 vl channel
download adobe audition 3.0 download
eset smart security 6 username and password valid until 2017
adobe creative suite 6 design standard student discount
autodesk revit architecture 2012 book download
autodesk building design suite ultimate 2014 requirements
sony vegas pro 13 video
adobe indesign cs3 quiz
keygen of adobe flash cs3 professional
microsoft visual studio 2008 professional iso
sony dvd architect pro 5.2 descargar
vray autodesk 3ds max design 2009 32bit
corel painter 12 error 20
sony sound forge 10 iso
adobe photoshop elements 10 price comparison
xilisoft cd ripper 6.4
autodesk revit mep 2012 keygen .exe
adobe photoshop cs5 oneonone online resources
microsoft windows 8 pro dvd
microsoft word 2013 themes
microsoft windows server 2012 essentials iso
portable microsoft office 2007 word excel only v4
adobe creative suite 5.5 design standard direct download
adobe premiere elements 10 64 bit cool release
microsoft office access 2007 quiz
review of eset smart security 5
xilisoft video converter ultimate 5.1.26 build0624 download
makemusic finale 2012 mac download
adobe acrobat x pro download windows
ashampoo clipfisher v1.16
download adobe audition cs5.5 portable
filemaker pro 11 advanced academic
adobe dreamweaver cs3 interface
adobe pagemaker 7 br
adobe fireworks cs6 guide
adobe photoshop cc download size
microsoft outlook 2013 vacation message
adobe indesign cs3 plugins
adobe photoshop elements 9 manual svenska
adobe audition 3.0 requirements
adobe premiere pro cs3 book pdf
upgrade adobe captivate 5 to 7
adobe premiere pro cs5.5 portable
autodesk quantity takeoff 2013 new features
coreldraw graphics suite x6 with keygen full version
ableton live 9 suite worth it
adobe photoshop lightroom 5 hack
eset smart security 5 software download
autodesk revit 2015 content libraries
problems installing dragon naturallyspeaking 10
microsoft office home and student 2007 lizenz key
descargar autodesk revit architecture 2012 espaol gratis
adobe indesign cs3 crashes when printing
adobe indesign cs5 change language
adobe framemaker 9 silent uninstall
adobe acrobat 9 pro italiano per mac
para que sirve adobe creative suite 6 design web premium
microsoft streets and trips 2013 activation code
adobe captivate 5 ebook
baixar corel pdf fusion
vmware workstation 7.1.4 myegy
ashampoo cover studio 2.2.0 completo
camtasia studio 8 cost
rosetta stone english learn german
como ativar o nero 8 ultra edition
sony vegas pro 12 intel quick sync
sony vegas pro 12 patch download zip
microsoft certification exam 77420 excel 2013
quarkxpress 8 indir
adobe photoshop lightroom 3 promotional code
microsoft windows 7 professional with internet explorer 8
parallels desktop 8 vs parallels desktop 8 switch to mac
corel digital studio 2010 handleiding
adobe premiere pro cs4 after effects cs4 keygen
adobe dreamweaver cs5 espaol 32 bits
snagit 11 windows server 2008
eset smart security 5 system requirements
autodesk autocad architecture 2012 portugues
pinnacle studio 14 hd ultimate collection download ita
photoshop cs3 for screen printers pdf
vmware workstation 9.0.2 full indir
corel videostudio ultimate x6 keygen only
vmware workstation 9.0.2 rutracker
adobe fireworks cs4 indir
ashampoo burning studio 8.03 pobierz
autodesk mudbox 2014 ext sp1
sony sound forge audio studio 9 le
avid media composer 5 upgrade
download adobe soundbooth cs5 v3.x
microsoft security essentials download for windows 8 64 bit
vmware workstation 9 linux enter license key
adobe premiere elements 9 activation code
parallels desktop 8 mac os 10.9
corel paintshop photo pro x4 v14.1.0.5 service pack 1
sony vegas pro 11 download keygen
will microsoft office standard 2007 work with windows 7
adobe acrobat xi pro keygen generator
microsoft office access 2007 step by step companion cd download
pinnacle studio 15 hd ultimate collection auto activator password
acronis disk director suite 10.0 windows 7
microsoft windows 8 pro license key
corel paintshop photo pro x3 scripts
microsoft office professional plus 2013 rar password
descargar pinnacle studio 15 hd ultimate collection full espaol
microsoft office enterprise 2007 sp2 tpb
microsoft surface pro windows 8.1
adobe acrobat x pro bates numbering
microsoft office missing after windows 8 upgrade
microsoft office 2003 frontpage iso download
vmware workstation 9 bridged network not working
coreldraw graphics suite x5 service pack 3 download
descargar pinnacle studio 14 hd ultimate collection gratis
adobe flash professional cs6 windows
sony vegas movie studio platinum 9.0 pl download
adobe indesign cs5.5 iso download
quarkxpress 8 collect for output
nik software hdr efex pro 2.003 rev 20894
adobe illustrator cs5 mac netload

More Than Market Research - Gain The Information Advantage

Tom H. C. Anderson - Next Gen Market Research™ header image 6

A Psychological Viewpoint On Social Networks

June 23rd, 2009 · 8 Comments

Inside Anderson Analytics - With Gosia Skorek

Today I’d like to introduce you to one of the newer team members of Anderson Analytics, Gosia Skorek. Gosia has a graduate degree in psychology and is currently helping us with our work in the area of psychological content analysis & text analytics. Along with her impressive academic background at Jacobs University in Bremen and University of California Merced, her previous experience includes working at MindShare Worldwide, a Consumer Insights firm in the UK and Deutche Welle in Germany.

I asked her a couple of questions about Social Networks (SNS) and how it relates to psychology:

Tom: Social networking sites (SNSs) such as Facebook, MySpace, CyWorld etc. are becoming increasingly popular among various groups of people, not only college students but also professionals. They are designed towards work-related contexts (e.g. LinkedIn), romantic relationships (e.g. Friendster), college student populations (e.g. Facebook) or shared interests (e.g. MySpace or Summitpost). Each of them has several millions of users, many of them visiting their SNSs daily. From a point of view of psychology, what makes them so attractive to us? What are the benefits of using social network sites?

Gosia: First of all, social networking sites let their users establish and maintain friendships and contacts. This feeling of connectedness and belonging is very important for our self-esteem and life satisfaction. Interacting with large numbers of friends can be very helpful in gaining emotional support or simply attention. Psychology research suggests that SNSs may be particularly attractive to people dissatisfied with themselves and their current relationships (Ellison et al., 2007). Also, following a Social Compensation hypothesis (”poor get richer”) users with lower self-esteem, more introvert and less popular in offline communities may strive more to become popular on SNSs to compensate for their offline experiences (Valkenburg et al. 2005). At the same time, however, psychologists suggest that also those more successful in offline social networks may want to enhance relationships using online tools (Social Enhancement hypothesis, Merton 1968).

But more importantly, the SNSs let us present and promote ourselves almost in an unrestricted way. These sites are great venues for self-improvement, where our fantasies of the self can come true with a click of the mouse. I do not mean here creating fake profiles, but only ones of the ‘better selves’ (with more hobbies, better looks, more confidence and more friends than in reality). Amichai-Hamburger and colleagues (2002) suggested that introvert and neurotic people often claim to find the “real me” on SNSs, while extrovert individuals find it in face-to-face interactions.

Moreover, online networking sites give people the illusion of immortality and immunity to the physical and real world. Several physical and social barriers are removed and inter-personal interaction becomes easier and faster. Users are put in the position of more control over the interaction and their appearance, which makes interaction a ’safer’ experience. Gaining confidence in online communication may in some cases get translated into better communication skills in face-to-face encounters.

Another important aspect of SNSs is that they help us figure out where we belong, which sites and groups we want to join and interact with. Especially for adolescent users SNSs might be a useful tool in self-exploration and identity construction. Psychologists suggest that it is relatively easy to develop and present one’s identity using SNSs due to the fact that people are able to “show rather than tell” (Shanyang et al., 2008).

Tom: Sounds like a wide range of possible advantages of using SNSs. Which one would you say is the most important?

Gosia: It is very difficult to say what matters most as it depends on a variety of factors. Whether an individual finds the use of SNSs beneficial may depend on their personality, gender, current mood, self-esteem, and the quality of an offline social network. In different circumstances and for different individuals there would be different benefits.

Tom: What about the other side of the coin. What about risks or disadvantages of using SNSs?

Gosia: Just like the interaction with people offline, online communication can bring negative outcomes like heavy critique from other users, disputes or end of friendships. This in turn may lead to a depressive mood, dissatisfaction with all social connections and a more prevention-oriented behavior in future online or offline interactions.

Yet, sporadic negative input from other users is not the biggest threat of SNSs. Lack of privacy control on most of the online networking sites means that the risk of stalking and even identity theft is high. Users are not really given any tools to protect themselves from these risks. Finally, in extreme cases a potential outcome of an excessive use of SNSs might be too much reliance on these friendships and interactions. Some heavy users might miss out on the face-to-face experiences that train their social skills and eventually lose their ability to function well in a real world without the Internet.

Tom: I see, like with anything, moderation is needed also with the SNSs.

Gosia: Precisely. Yet, overall it seems quite clear that there are more benefits than threats in using SNSs, which explains their huge popularity.

[Post to Twitter] 

Tags: Anderson Analytics · Interview · Linkedin · Market Research · SNS · Social networks · Text Analytics · Tom H. C. Anderson · facebook · myspace · psychology · web 3.0

8 responses so far ↓

  • 1 Nick Iadicicco // Jun 24, 2009 at 9:23 am

    Interesting interview. From a market research perspective, it suggests that over-reliance on SNSs (as source of survey sample) may produce a biased sample of the population.

  • 2 Tom H C Anderson // Jun 24, 2009 at 9:30 am

    I agree Nick. Other than good sampling methodology/process, we’re finding that quality seems to vary greatly depending on which SNS you use. Will probably post about this in the near future.

  • 3 Gosia Skorek // Jun 24, 2009 at 8:10 pm

    Thank you, Nick, for this comment. Social networking sites are by no means a source for random samples that would be truly representative of the entire national population. However, we can get a pretty good idea of what is the population of each individual SNS by using surveys and then generalize our results to these populations only, whether these are students, professionals, musicians, etc. This is one way around the problem of dealing with a ‘biased’ sample.

  • 4 ife maijeh // Jan 2, 2011 at 9:04 am

    great comment. I have a question how are blogs, podcast, and vodcast used in psychology job?.

  • 5 Shahul mechery // Aug 17, 2011 at 2:51 am

    Hi, its a very interesting article which draws the drawbacks of current scenario of social websites addicted to the youth. It will be grateful if you allow us the permission to publish this knowledge bit in our college magazine.
    hope a quick and positive reply..

  • 6 Tom H C Anderson // Aug 17, 2011 at 1:08 pm


  • 7 shahul mechery // Aug 18, 2011 at 12:54 pm

    thanks for the help…..

  • 8 Social Media Psychologically « The WOMMA Word // Oct 4, 2012 at 11:35 pm

    [...] full story at Tom H.C. Anderson: [...]

Leave a Comment