Chapter 2:

REVIEW OF RELATED OF RELATED LITERATURE

This chapter presents the related literature and studies after the thorough and in-depth search
done by the researchers. This will also present the related literature, foreign literature and
theoretical framework that show in the research we conduct.

RELATED LITERATURE
According to an info graphic from social media monitoring platform Simplify360, the
“Golden Era” of social media started in 2001. By this time there were already several chat
application interations, including ICQ, and one of the earliest blog platforms, live journal.
However, starting in 2001, there was a constant stream of social innovation that started with the
first crowd sourced encyclopedia, Wikipedia. Wikipedia was followed by Friendster, MySpace,
Facebook in 2004, and Twitter in 2006. While Facebook and Twitter are the two top social
media platforms today, MySpace has undergone several pivots and is still in quiet operation.

According to Robert Cialdini on Influence: The Psychology of Persuasion, influence the

effect that one person’s actions have on others, is a key element to thinking about social media.
Cialdini identified the key drivers of influence before Facebook was born. His principles remain
true today, though the tools have evolved. And there is six principles that he hold.

Reciprocity – People tend to return a favor, thus the pervasiveness of free samples in
marketing. In his conferences, he often uses the example of Ethiopia providing thousands of
dollars in humanitarian aid to Mexico just after the 1985 earthquake, despite Ethiopia suffering
from a crippling famine and civil war at the time. Ethiopia had been reciprocating for the
diplomatic support Mexico provided when Italy invaded Ethiopia in 1935. The good cop/bad
cop strategy is also based on this principle.

Commitment and Consistency – If people commit, orally or in writing, to an idea or goal, they
are more likely to honor that commitment because of establishing that idea or goal as being
congruent with their self-image. Even if the original incentive or motivation is removed after
they have already agreed, they will continue to honor the agreement. Cialdini notes
Chinese brainwashing of American prisoners of war to rewrite their self-image and gain
automatic unenforced compliance. Another example is children being made to repeat the Pledge
of Allegiance each morning.
 Social Proof – People will do things that they see other people are doing. For example, in one
experiment, one or more confederates would look up into the sky; bystanders would then look up
into the sky to see what they were seeing. At one point this experiment aborted, as so many
people were looking up that they stopped traffic. See conformity, and the Asch conformity
experiments.

Authority – People will tend to obey authority figures, even if they are asked to perform
objectionable acts. Cialdini cites incidents such as the Milgram experiments in the early 1960s
and the My Lai massacre.

Liking – People are easily persuaded by other people that they like. Cialdini cites the
marketing of Tupperware in what might now be called viral marketing. People were more likely
to buy if they liked the person selling it to them. Some of the many biases favoring more
attractive people are discussed. See physical attractiveness stereotype.

Scarcity – Perceived scarcity will generate demand. For example, saying offers are available
for a "limited time only" encourages sales.

From the book of The Psychology of Persuasion said that the key to element in social media,
just like what is said in Cialdini principles we can see that it is true until now. We are humans
that follow our possession, everything that we like that we want more. We become a people that
access social media, we become independent in it. That everything we need to know, we Google
it.

Social networks gave a big help to everyone, especially among the students businessman and
other members of the society. Social networks has different features that may enjoy by the
people all around the world, what the problem is, people loses their self-control in using them.
Facebook is the most popular social networking site today wherein people may share and upload
videos, pictures, messages and chat.

Twitter is also famous to every people nowadays wherein people can share their feelings,
thoughts and ideas. Through twitter, they can easily be connected to their favorite celebrities and
they can also be updated on what is trend all around the world. Aside from these two, Tumbler,
MySpace, and Bing also became a raging craze to everyone. Social networking communities will
definitely stay due to its millions of users.

It let us awake in the truth that we lose our direction because of social media. We enjoy it so
much that we forget our responsibilities in ourselves. By the million of its users almost all of
them is addicted to social media that multi tasking their job, that even in work especially school
that didn’t need internet, they use it because they’re life started revolving through the internet.

In addition, students today stay on these accessibilities of information they may get in social
networks. Social network may help them in giving knowledge in thesis and journals but still
negative effects of this still overweighs especially about losing their self-control
 Social networks bring a big benefit about communication because through this we can easily
communicate our loved ones despite of the geographic distance. Social network may also help
celebrities to be more contact to their fans because through these sites they can easily post what
are the recent happenings about them.

People become possessive on social media especially when they have an idol or a crush that
far away from them or parent that working abroad. They can get easily connected with them and
get updates easily in their life just by going to their profile in Facebook.

Through social networks we can be updated in every happening not just in celebrities but also
the recent updates to our country and also in the whole world. Social networking sites can be a
good way to make connections with people who has similar interests and goals. Communication
is one of the main things why social networking had been viral. Social networking sites are the
huge place to gather information on what is trending.

In America, a survey reported that 84 percent of adolescents in America have a Facebook

account. Over 60% of 13 to 17-year-olds have at least one profile on social media, with many
spending more than two hours a day on social networking sites. According to Nielsen, Internet
users continue to spend more time on social media sites than on any other type of site. At the
same time, the total time spent on social media sites in the U.S. across PCs as well as on mobile
devices increased by 99 percent to 121 billion minutes in July 2012 compared to 66 billion
minutes in July 2011. For content contributors, the benefits of participating in social media have
gone beyond simply social sharing to building reputation and bringing in career opportunities
and monetary income.

According to Danah boyd’s; It’s Complicated: The Social Lives of Networked Teens offers a
great view into how teens are using social media. Historically, they have been early indicators of
the direction social media takes. Among her insights: The Facebook era of social media (open
sharing) may have been an anomaly as people move into more private networks.

FOREIGN LITERATURE
Barnes (1954) indicates that Social Network Theory views social relationship in terms of
nodes and ties. Social Network is a social structure made up of individuals (or organizations)
called “nodes’’. Which are tied (connected) by one or more specific types of interdependency,
such as friendship, kinship, common interest, financial exchange, likes/dislikes or relationships
of beliefs, knowledge or prestige.

Moreover Abhyankar(2011) pointed out that from the very beginning; human beings always
associated themselves to some form of social structure as evolved across generations. All human
beings crave social life, but not all can have time and resources to enjoy social circle where they
can communicate, collaborate and freely express themselves with like-minded peers for
satisfying their different needs like security, assets, skills, relationship, science and technology,
events, politics, history, literature, arts, etc.
 There is no end to the list of fundamental principles that can drive people to create platforms
for communication and interaction, mutually beneficiary for the whole community.

According to Abhyankar(2011) “social network” is an online community where people across

the globe (irrespective of demographic and geographical differences) can develop network with
different organizations or individuals for a specific purposed. It creates a chain of linked/or
connected entities (individuals/or organizations, communities, forums, groups, etc) like a tree
with multiple branches and nodes. This branches are the various groups, communities, forums
etc. that an individual intense to join. Hence, a social network represents relationships between
nodes (people) and flows between branches (groups, communities, forums, organizations etc.)

According to Today’s world is a global village. Everyone is connected to one another in this
vast network generated by the Internet. As said by Marshall McLuhan, a philosopher of
communication theory, “The new electronic independence re-creates the world in the image of a
global village.” This electronic independence is inherently dependent upon the Internet. It
illuminates the lives of thousands of people by spreading knowledge internationally, thereby
making us global citizens.

In the past, the communicating and free sharing of thoughts among people were restricted by
long distance, nationality and/or religion. But now, even these barriers cannot stop the flow of
information and knowledge. The new world of social networking allows free sharing of thoughts.
Online social networks are created by websites such as Facebook, which has emerged as a giant
in this social world.

Lyceum of the Philippines University – Cavite Campus DiMicco and Millen (2007) adds that
Social network sites have been widely studied from a consumer perspective despite huge
investment by many organizations in social technology, and a number of high profile failures and
embarrassments stemming from their use. Of the few existing studies of social network site use
in organizations, there are a couple looking at the uses of public social network sites (such as
Facebook and LinkedIn) in an organizational context. Skeels and Grudin (2009), and a handful
more looking at uses of private, internal sites (Brzozowski, 2009).

A social networking service is an online service, platform, or site that focuses on building
and reflecting of social networks or social relations among people, who, for example, share
interests and/or activities. A social network service consists of a representation of each user
(often a profile), his/her social links, and a variety of additional services.

Most social network services are web-based and provide means for users to interact over the
Internet, such as e-mail and instant messaging. Online community services are sometimes
considered as a social network service, though in a broader sense, social network service usually
means an individual-centered service whereas online community services are group-centered.
Social networking sites allow users to share ideas, activities, events, and interests within their
individual networks. Social media are becoming increasingly popular among politicians and their
organizations as a means to disseminate political messages, learn about the interests and needs of
constituents and the broader public, raise funds, and build networks of support.
 These activities often take place on privately run social networking sites that allow political
figures and institutions to communicate with the public in unmediated, high-profile. In Canada,
many parliamentarians have created accounts on popular sites such as Facebook, Twitter,
MySpace and Flickr. The content posted on these sites may relate to policy issues and the official
work of politicians or to aspects of their personal lives (Clark, 2010).

Some people argue that social media remove barriers to collective action and empower
citizens to influence and monitor the work of policy-makers by offering a low-cost and, in some
cases, more personal and compelling means of raising funds, spreading information and
recruiting supporters from broad range of backgrounds. In addition, some note that, by enabling
people to connect across long distances, new information and communication technologies,
including College of Arts and Science Bachelor of Science in Foreign Service

THEORETICAL FRAMEWORK
A well-known American psychologist, Abraham Maslow, stated in his “Theory of
Motivation” that the social need of human beings is the third most important requirement after
our physical and safety needs — the third tier in his hierarchy of needs. Even our self-esteem
comes after this social dependence. This is the main reason billions of people use social
networking to stay connected, make friends and satisfy their social needs.

Maslow proposed that motivation is the result of a person's attempt at fulfilling five basic
needs: physiological, safety, social, esteem and self-actualization. According to Maslow, these
needs can create internal pressures that can influence a person's behavior.

Physiological needs are those needs required for human survival such as air, food, water,
shelter, clothing and sleep. As a manager, you can account for physiological needs of your
employees by providing comfortable working conditions, reasonable work hours and the
necessary breaks to use the bathroom and eat and/or drink.

Safety needs include those needs that provide a person with a sense of security and well-
being. Personal security, financial security, good health and protection from accidents, harm and
their adverse affects are all included in safety needs. As a manager, you can account for the
safety needs of your employees by providing safe, secure compensation (such as a salary) and
job security, which is especially important in a bad economy.

Social needs, also called love and belonging, refer to the need to feel a sense of belonging
and acceptance. Social needs are important to humans so that they do not feel alone, isolated and
depressed. Friendships, family and intimacy all work to fulfill social needs. As a manager, you
can account for the social needs of your employees by making sure each of your employees
know one another, encouraging cooperative teamwork, being an accessible and kind supervisor
and promoting a good work-life balance.
 Esteem needs refer to the need for self-esteem and respect, with self-respect being slightly
more important than gaining respect and admiration from others. As a manager, you can account
for the esteem needs of your employees by offering praise and recognition when the employee
does well, and offering promotions and additional responsibility to reflect your belief that they
are a valued employee.

Self-actualization needs describe a person's need to reach his or her full potential. The need
to become what one is capable of is something that is highly personal. While I might have the
need to be a good parent, you might have the need to hold an executive-level position within
your organization. Because this need is individualized, as a manager, you can account for this
need by providing challenging work, inviting employees to participate in decision-making and
giving them flexibility and autonomy in their jobs.