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

Marketers are driving our innovation ecosystem

The Government's newly released National Innovation and Science Agenda shows that for economic growth to continue within Australia, an 'innovation ecosystem' must be fostered, where new businesses with new ideas are encouraged to grow and flourish. With every company wanting to increase, retain or improve their customers’ experiences, this makes marketing vital to fuelling Australia's ideas boom.

Lee Tonitto

CEO, Australian Marketing Institute

Putting experience design and strategy in the spotlight

​A few years ago, there was lots of chatter about the elusive UX unicorn; a mythical person capable of delivering everything from research to design to development. It became an obsession for the industry, sparking debate about whether this was the metaphor for how unreasonable our expectations of designers had become, while some felt it was what all designers should be aspiring to.

Tracy Brown

Experience design strategy director, DT

Making sense of artificial intelligence

When new trends and technologies burst onto the marketing scene, there’s always a frantic effort to either keep up or provide guidance, especially when serious amounts of money are involved. It happened with social media, it happened with personalisation and big data, and it’s happening now with artificial intelligence.

Phil Whitehouse

Asia-Pacific innovation lead, DigitasLB

Martech will definitely make everything better especially when it comes to marketing and sales. Any business not comfortable with it shou...

TapAnalytics

Marketo’s CEO talks martech industry consolidation and his enterprise customer ambitions

Read more

You can also try this leads to revenue calculator tool (it's free): https://www.strategic-ic.co.uk...

Fes Askari

​The dangers of misaligning your marketing budget with business goals

Read more

“We wanted to provide was a way for a customer to have a seamless experience as they went across channels,” Marrocco added. “So if your c...

Sarah

​Telstra’s mission to match the offline experience with online customer service

Read more

You have the right to know what happened that made AI possible, after all these years.I discovered and patented statistics on unstructure...

Ilya Geller

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

I hope this trickles down to job opportunities and more analytics based careers on the government.

Ale Xandra

Australian Open details data analytics improvements driving digital fan engagement

Read more

Latest Podcast

More podcasts

Sign in