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

Why there’s more to content marketing ROI than just numbers

Most brands are producing more content than ever before. Even those still operating predominantly in campaign mode are finding social media demands an always-on content pipeline.

Jacki James

strategic planner, Zuni

Six lessons from Mobilegeddon

Google’s Mobilegeddon is the lesson many big companies and their marketers are learning the hard way.

Rob Marston

Managing director, Zeus Unwired

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

One thing that frustrates marketers is the sloppy use of digital research.

Jason Juma-Ross

lead partner, PwC Digital Intelligence

Augmented Reality is the most immersive and interactive medium at today and that works for all kinds of real world requirements. It allow...

Siddhu

Sunny Queen launches egg-citing augmented reality collectible cards

Read more

It's really helpful that you were able to share this kind of information in order for some people to know on what is this kind of word re...

best essay sites

It's time for CMOs to embrace ‘agile’ as a noun - Technology chief - CMO Australia

Read more

You nailed it Mark, not nice, not popular but true.

CruiseFactoryData

CMO Council: Marketers lack right customer metrics for digital transformation

Read more

An insightful post and I wholeheartedly agree that without clearly defined business goals any content strategy will be ineffective. The d...

Alastair Kane

Why there’s more to content marketing ROI than just numbers

Read more

Interesting post, Nadia. Thanks for sharing. Using beacons to give fans the opportunity to win one of 50 Four ‘N Twenty pies if they down...

Devika Girish

MCG rates success of beacon trials for customer engagement

Read more

Sign in