Start Date
10-12-2017 12:00 AM
Description
This study focuses on the deep usage of social media. Though the post-adoptive use is studied from many theoretical lenses, there is a little consensus on how social media users get satisfied. To gain more insights on user satisfaction, this study draws on the concept of Psychological Capital (PsyCap). In doing so, the social media user group is conceived as a confluence of content creators and viewers. The paper contends that content creators’ level of PsyCap will positively affect their satisfaction, which, in turn, will increase their deep usage of social media. It also argues that PsyCap can be enhanced by the network capital developed through the support from viewers. As part of the preliminary study, the data extracted from five interviews and 13 survey responses showed an initial indication in favor of the research hypotheses. The research method for the final study is described, and the implications are highlighted.
Recommended Citation
Khan, Anupriya and Krishnan, Satish, "Content Creators’ Psychological Capital, Satisfaction, and Deep Usage of Social Media" (2017). ICIS 2017 Proceedings. 20.
https://aisel.aisnet.org/icis2017/SocialMedia/Presentations/20
Content Creators’ Psychological Capital, Satisfaction, and Deep Usage of Social Media
This study focuses on the deep usage of social media. Though the post-adoptive use is studied from many theoretical lenses, there is a little consensus on how social media users get satisfied. To gain more insights on user satisfaction, this study draws on the concept of Psychological Capital (PsyCap). In doing so, the social media user group is conceived as a confluence of content creators and viewers. The paper contends that content creators’ level of PsyCap will positively affect their satisfaction, which, in turn, will increase their deep usage of social media. It also argues that PsyCap can be enhanced by the network capital developed through the support from viewers. As part of the preliminary study, the data extracted from five interviews and 13 survey responses showed an initial indication in favor of the research hypotheses. The research method for the final study is described, and the implications are highlighted.