Using laddering to understand the social media network Google+

Abstract

This study seeks to explore why Google+ is utilized by its members, by drawing conclusions to their underlying motives and values. The behavior on this growing and influential, albeit very recent platform has not been investigated throughout at this point of time yet. In this context an exploratory study using the means-end approach was applied to a group of identified heavy users, consisting of 17 male and 14 female respondents. Consequently 31 semi-standardized qualitative one-on-one interviews were conducted by using Google+’s text-based online chat. Some of the main findings of this study have been that members of Google+ are utilizing the network first and foremost for social exchange, with the objective of having fun and enjoying oneself, for example by sharing pictures with friends. The most significant attributes are “chat”, “pictures”, “mobile application” as well as “circles” and are very closely linked to values such as “fun”, “well being” or “hedonism”. This approach could make a valuable contribution to business research, as well as help corporations and individuals to improve their social media activities based on the results. The study was the first to successfully apply the laddering technique to the issue of the social media network Google+.

Keywords: social media, social networks, expectations, laddering, Google+