Title page for etd-0112116-105738


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URN etd-0112116-105738
Author Chih-Chen Lin
Author's Email Address No Public.
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Department Institute of Marketing Communication
Year 2015
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title What is beautiful/handsome is good?:The secret behind Facebook popularity
Date of Defense 2015-06-22
Page Count 141
Keyword
  • willingness to initiate friendship
  • Popularity
  • Physical attractiveness
  • Impression formation
  • Facebook
  • Social impression
  • Abstract Facebook users are driven by the limited-cues to form impression of each other when they initiate friendships. The goal of this study was to investigate how visual cues (e.g. physical attractiveness and gender) and other-generated information (e.g. likes and comments) of an individual’s personal profile on Facebook affect social attractiveness, impression formation and the willingness to initiate friendship, and to clarify the meaning of ‘Likes’ and ‘Comments’ on Facebook.
    Participants are Facebook’s users, two experiments are employed to test five hypotheses. Experiment one examined both main and interaction effects for visual cues, profile owner’s gender, and evaluator’s gender; a 2(visual conditions: attractive, unattractive)× 2(stimulus gender: male and female)× 2(evaluator’s gender: male and female)three-factor experiment design is employed. Experiment two examined both main and interaction effects for popularity, profile owner’s gender, and evaluator’s gender; a 2(Likes:high, low)× 2(Comments:high, low)× 2(stimulus gender: male and female)× 2(evaluator’s gender: male and female)factorial experiment design is employed.
    The results of this study extended the research on physical impression, social impression, popularity and willingness to initiate friendship and provided suggestions for SNSs’ users about how to display their own profile and functions of photo editing apps.
    Advisory Committee
  • Chang Te-Min - chair
  • Cheng An-Shou - co-chair
  • Wang Shao-Jung - advisor
  • Files
  • etd-0112116-105738.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2016-02-15

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