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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in