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Kate Sobel

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Publications by Kate Sobel (bibliography)

2011

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Jansen, Bernard J., Sobel, Kate and Cook, Geoff (2011): Being networked and being engaged: the impact of social networking on ecommerce information behavior. In: Proceedings of the 2011 iConference 2011. pp. 130-136.

“Teenagers and young adults born between 1981 and 2000 are a critical demographic group economically and are one of the first demographics presented with an array of Internet social networking services just as their online habits are forming. Based on a survey of 34,514 teen and young adult respondents, the research reported in this paper is a descriptive and inferential analysis of reported ecommerce information behaviors on four social networking sites (Facebook, MySpace, myYearbook, and Twitter). We use k-means clustering analysis to find groups of these users based on their levels of being networked on and being engaged with social networking services. Results show that the majority of this demographic have accounts on multiple social networking sites and specific sites result in different information behaviors. More than 40% engage in three social networking sites and an additional 20% have four social networking accounts. We also found that there are distinct information behavioral differences among eight distinct clusters of users, indicating that companies may need to employ advanced analytical techniques to segment the youth market. We also investigate the motivations for using different social media sites. Findings show that this young demographic has complex ecommerce information behaviors that call for nuanced approaches in advertising, marketing, or other areas of information targeting.”

2010

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Jansen, Bernard J., Sobel, Kate and Cook, Geoff (2010): Gen X and Ys attitudes on using social media platforms for opinion sharing. In: Proceedings of ACM CHI 2010 Conference on Human Factors in Computing Systems 2010. pp. 3853-3858.

“In this paper, we investigate opinion sharing attitudes and behaviors of 13-24 year olds on social media platforms. This research utilizes data from 34,514 survey respondents from users of the social media site, myYearbook. Results show that those more engaged with multiple social media platforms are more willing to share opinions, seek opinions, and act on these opinions. However, there were statistically significant differences among users of myYearbook, MySpace, Facebook, and Twitter. Findings show that the reported demographic differences and social network service chosen have an effect on behaviors. These results have implications for businesses and others interested in advertising on these platforms, and researchers interested in investigating these populations.”

2009

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Jansen, Bernard J., Zhang, Mimi, Sobel, Kate and Chowdury, Abdur (2009): Micro-blogging as online word of mouth branding. In: Proceedings of ACM CHI 2009 Conference on Human Factors in Computing Systems 2009. pp. 3859-3864.

“In this paper, we report research results investigating micro-blogging as a form of online word of mouth branding. We analyzed 149,472 micro-blog postings containing branding comments, sentiments, and opinions. We investigated the overall structure of these micro-blog postings, types of expressions, and sentiment fluctuations. Of the branding micro-blogs, nearly 20 percent contained some expressions of branding sentiments. Of these tweets with sentiments, more than 50 percent were positive and 33 percent critical of the company or product. We discuss the implications for organizations in using micro-blogging as part of their overall marketing strategy and branding campaigns.”

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