Facebook rejection, acceptance the subject of PhD thesis

University of Southern Queensland PhD student Tanya Machin is researching the psychological aspects of Facebook interactions

University of Southern Queensland PhD student Tanya Machin.
University of Southern Queensland PhD student Tanya Machin.

Not getting any likes for your awesome updates on Facebook may lead consumers to feel excluded or rejected, according to research being undertaken at the University of Southern Queensland.

A new research project by PhD student, Tanya Machin, gave participants a list of 39 items to rank on their Facebook usage based on a scale ranging from `never’ to `always.’

She found four factors that motivated Facebook use: Meeting people, relationship maintenance, monitoring relationships and seeking information.

For example, one participant said they would use Facebook to meet people who are more interesting than the people they met face-to-face. Another respondent said they would use the site to get information about university-work courses from other students.

According to Machin, “very few” psychological studies have been conducted on Facebook users.

“In most social situations people are cued to rejection and acceptance so it’s interesting to see what cues people pick up from Facebook such as negative comments or the number of people who like their status updates or photos,” she said.

Machin claimed participants reacted to rejection, both real and perceived, on social media differently.

“There are many things that people can take as rejection, such as seeing friends tag each other in statuses and check-ins that you’re not part of,” she said. “Even people posting about their exciting social lives or fun activities can cause some people to feel excluded.”

Machin is now planning a second Facebook study to extend her research about rejection and acceptance cues. This will examine individuals who felt excluded due to a possible Facebook rejection and compare their reactions with people who feel socially accepted on the site.

Her thesis will be completed by the end of 2015.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Marketing skills in a virtual world

It wasn’t so long ago that CMOs and marketers came to realise they were under-resourced in managing their rapidly expanding digital activities. In fact, many marketing departments are still today far from optimal resourcing levels, if not noticeably below.

Making Korean brands sexy

If you told someone in the 1980s that South Korean brands would one day supersede many Western and Japanese competitors for innovation, brand management and profitability, they would have declared you insane. But that is exactly what has happened.

Why good leadership starts with leading yourself

Many people first taste leadership when they receive a promotion and find themselves ‘leading’ a team. Over time, the team, and the leader’s responsibility, grows. But do they become better leaders?

Anthony Howard

Executive mentor and founder, The Confidere Group

WOW now this is interesting... nice to see culture been the face of an organisation. Some great thought leaders in this group, but clear...

Andrew Lamrock

Westpac, NAB, RedBalloon debate ingredients of digital transformation

Read more

Smartmobile phones have changed the human life greatly. Nowadays, more and morecompanies are providing best solution for smart mobile pho...

alva christi

In Pictures: 16 great iPhone app battles - Slideshow - CMO Australia

Read more

Interesting to see a big brand like Adobe getting involved in this space when interactive video tools already exist. Interlude's Treehous...

Nedd

Adobe's new interactive shoppable video experience

Read more

Both the elegance and the risk of misuse of NPS lay in its simplicity of collecting the "score". This is why, whilst individual companies...

Pete Nicholls

Against Net Promoter: A new way of interpreting the customer data deluge

Read more

iinet have gone from one on the best customer service providers to as they have grown just another frustrating Telco. As a customer of o...

Disillusioned

How voice analytics helps iiNet hear customer problems on its network

Read more

Latest Podcast

More podcasts

Sign in