FINAL SENIOR PAPER - DR.TYUS

Running Head: SOCIAL MEDIA, MASS MEDIA: ROLE IN INTERPERSONAL
COMMUNICATION USING THE SOCIAL COGNITIVE THEORY
Social Media & Mass Media: Role in Interpersonal Communication using Social Cognitive
Theory.
Brad Byers
Youngstown State University
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SOCIAL MEDIA, MASS MEDIA: ROLE IN INTERPERSONAL COMMUNICATION
USING THE SOCIAL COGNITIVE THEORY
Abstract
This paper will discuss social media and how it has changed the landscape of how we
communicate as a society, whether that would be socially or through computer mediated
communication. There will be different theories that intertwine by showing how social media
and mass media has influenced our society when it comes to not only our communication
patterns but also our behaviors as consumers. It will also discuss social media usage in personal
and professional environments. This daily usage of social media and computer-mediated
communication has had a large impact on social behavior that leads to possible relation to the
theory of mass behavior in order to see if it corresponds with our buying patterns.
Keywords: Social Media, Mass Media, Social Cognitive Theory, Theory of Planned Behavior,
Consumer Behavior
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Introduction
Facebook, Twitter, Instagram, Snapchat, Linkedin, Vine, it can go on and on. Social
media has taken society by storm. You could not escape it if you wanted to. We are logged in.
Whether you are using your smartphone, watching television, using your laptop or tablet, or
sometimes simply walking down the street on a billboard it will show something to do with
social media. Not only has social media altered the way we communicate as a society; it goes
hand in hand with the way we as consumers think and act. Whether it is our favorite music, TV
show, or celebrity that we see on our favorite social media outlet, it appeals to the masses now
more than ever. There are so many outlets of information. The importance of this will only
continue to grow because social media and mass media is only getting easier to use and more
integrated into our society. With people, organizations, and companies using social media as a
way to market themselves, the exposure to social media will only continue to grow. With these
issues becoming so prominent and social media becoming so acclimated to our every day lives,
studies will only become more in depth and more sought after for answers and explanations to
whether or not the following theories explain the usage of social media in many different aspects.
There will be a few theories that are first discussed in this study. With social media usage
and consumer behaviors and patterns, the theories that will be discussed are the Social Cognitive
Theory, Theory of Planned Behavior, and Computer Mediated Communication. Social Cognitive
theory is the way knowledge is obtained by observing others through social interactions,
experiences, and other media influences. The Theory of Planed Behavior links beliefs and
behavior patterns. It is used to predict behavior through observing others. Computer Mediated
Communication is any communication that occurs using two or more technological devices. This
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topic will also discuss celebrity brands and the combination of social media, advertising, and
appeal of a brand. This will show the effect of a celebrity or figure of the mass media on a
consumer’s purchasing attitudes and behaviors. Next will be social media usage in personal and
professional environments such as in a college lecture environment or in a professional work
environment. This will discuss the ways in which social media is used differently in these
environments which benefits or negates how people engage differently than ways that were
unheard of previously. Social media has completely altered the way schools and businesses use
social media and technology in the classroom and workplace. This section will discuss how
social networking is used and viewed by different professional groups and genders proving how
these studies will affect social media in the future. Lastly, how different genders use social media
and the effect that interpersonal communication has on solo and group entertainment. This
subject will cover the “unwritten rules” on the usage of social media and self-disclosure. The
more comfortable one feels on social media, the more likely they are to disclose more honest
information about themselves. Although self-disclosure has become common among users, there
are negative aspects to too much self-disclosure.
Literature Review
Social Cognitive Theory in Consumer Behavior
The objective of Social Cognitive Theory in consumer behaviors and attitudes plays a
role in how people are influenced by a member of the media or an influential figure in today’s
society. Social cognitive theory is how we relate by observing others through interactions or
other influences. Celebrity brands and company brands work together to appeal to the masses in
order to gain attention and a following towards that certain brand. For example, if you look at
what is popular today in pop culture, Kanye West and his new line of shoes called the “Yeezy’s”
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from Adidas. Or Michael Jordan’s “Air Jordan” shoe. Jay-Z released a new album in 2013 that
you could only receive if you ordered it from a Samsung device through a social media account,
which was the first time any artist has chosen to release an album through a different means of
technology. Those are brands that almost anyone who owns some type of a social media account
will know because of the appeal of the brand and also of the figure presenting it and the brand of
the company that has their name on the product. The effect that social media has on consumer
actions and patterns have taken on a whole new meaning by the way it is exposed to us by the
mass media.
Matusitz and Breen (2011) analyze how multiple polarizing figures such as Robert
Downey Jr., Michael Jackson, Keith Richards and also popular religious figures have had a
negative impact on consumers and followers of the people and brand that comes with them. In
that study, it is also noted that figures that become very influential may be a large reason why
smoking, drinking, and drug use remain common by younger adults and teens are more likely to
learn from another model of similar behavior (Stern, 2005). Now that social media is practically
replacing traditional media as a whole, this new technology provides a way to market with no
boundaries. This also helps companies by providing their consumers with top of mind awareness
of the brand. The more that we see the company name and brand, the more recognizable it is for
us to remember that name when we see it. This new means of advertising, marketing, and appeal
makes it that much more inexpensive for a company to appeal to their consumers. This very
rapid growth in development of social media brings up the question whether social media has
reduced the marketer’s control on brand management. Now that social media is being so heavily
used by consumers, it is turning them away from traditional usage of marketing such as
newspapers, magazines, radio, and television. The theory of planned behavior was also discussed
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in the study. Two factors of attitude and intention were the most important factors which were
influenced by social media and then eventually, influencing the customers decision. Results were
that social and traditional media have had a definite impact on a consumer’s attitude towards
purchasing from a company brand (Farhangi et al.,2014).
Naylar, Lamberton, and West (2012) did a further study that takes a look at the
connection of social media and consumers buying intentions. There were 4 studies performed to
see if brand loyalty would be more apparent if consumer demographics were revealed which
would influence brand evaluations and purchase intentions. They found that the participants in
this study would rather remain ambiguous because it was realized that if a customer base was left
open and not private, it might have negative consequences on that base of consumers. The study
reveals that although this could open up a whole new target market, leaving a brand’s fan base
ambiguous, may be a safer strategy in the long run because consumers will like and recognize
the brand more. However, no negative aspects came about in revealing the brand’s supporters
(Naylor et al., 2012). Whether it would be a celebrity’s brand or an actual company brand, the
combination of social media, advertising, and appeal of a brand or a celebrity weighs heavily on
a consumer’s purchasing behaviors and patterns. Whether a consumer would rather remain
anonymous or would want to be revealed, consumers are going to continue to be influenced by
social and mass media by newer more technologically relatable means instead of traditional
marketing and advertising.
Social Media Usage in Classroom and Professional Environments
With social media becoming so prominent in our every day lives whether its at home, at
work, or on the go, social media is used differently in all aspects than ever before. New, more
innovative tools are used to help people communicate easier than the traditional ways previously
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used. Although this social media is intuitive and innovative, there could be negative aspects to
the usage of so much social media. It could lead to loneliness and stress. Social media can also
have a negative impact on one’s social or professional image. This section will talk about
computer mediated communication and self-disclosure on social networks.
Matook, Cummings, and Bala (2015) conduct a study that shows how people manage
their relationships via online social networks. It explains the effect of certain relationship
characteristics like self-disclosure when it comes to loneliness which depends on how often one
chooses to self disclose information about themselves on a social media network. How users
choose to engage on social networks whether it was actively or passively influences perceptions
of loneliness (Matook et al., 2015). Self-disclosure through means of online social networking
usually consists of interests, hobbies, and personal information that are then reciprocated back to
that person, in turn, building trust and compatibility. Loneliness stems from lack of nurturing
from past or current relationships that then affect possible future relationship building thus
impacting loneliness.
Social media use in the classroom has become a lot more prevalent in the past decade or
so. With computers becoming so common in the classroom, it is very easy to incorporate social
media with learning. Twitter is one of the more popular social media platforms that are used to
aid in reaching out to students and help learning become easier and more relatable to students
and teacher alike. Information is easier to access because of these outlets. The study was
performed via twitter by Munoz, Pellegrini, and Cramer (2014) to see how students acted
directly with other students in the classroom. The researchers wanted to observe how students
communicated with the teacher and whether it positively or negatively affected the learning
environment in the classroom. There were five themes incorporated in the study: field
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experience, emotions, cooperating teacher, class, and relationships. There was a survey on the
monitoring of twitter and blog posts. According to the study, there were 1,153 posts that were
reviewed. It was found that the actual students made only 8% of posts in an online blog group.
There were 151 posts made via Twitter and 79% were from a Twitter-face to face group. All
three groups completed a short survey after. The results of this study found that the group that
were the least interactive in the posts, felt the most engaged in actually learning than the other
groups that were more heavily involved in learning via social media. The study also showed that
67% of students actually did not enjoy using Twitter in the classroom. Students indicated that
posting multiple times is too time consuming and they would rather discuss findings in the
classroom instead of online. However, 25% of students said they enjoyed using Twitter in the
classroom and the other 8% did not provide a response. Both the survey by Matook, Cummings,
and Bala (2015) compare to the study by Munoz, Pellegrini, and Cramer (2014) in which
students would rather disclose information about themselves to other students and teachers using
face to face, word of mouth communication instead of having to post everything on a social
media outlet.
Feaster (2013) performed a study that looked at how people manage themselves when
presented with an awkward or embarrassing moment that may have a harmful impact on
someone’s social image, whether in person or online persona. This study observed the
connection between information control and receiving positive outcomes. Everyone at one time
has been faced with a difficult, or embarrassing situation that could possibly turn out in a
negative light socially or professionally. According to Feaster (2013), “individuals must
consistently strive to handle everyday interpersonal encounters such that they may be able to
achieve the best possible outcomes.” In the study, there was a questionnaire that focused on
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cellphone, instant messaging, and email messages. The independent variables were information
and privacy control. The dependent variable was social gratifications that were received. The
second study was done in actual use situations through a survey and diary method type of study.
Results of the first study revealed that there is doubt about information control in that it could be
beneficial in understanding the need for positive social outcomes using e-mail. The second study
revealed that expressive information control was mutually incorporated with communication
satisfaction using email with cell phone and instant messaging. The limitations of all studies in
this section lack a certain point of view. Both studies however, were used to view information
control and not privacy control. Nonverbal cues were important when participants could not
completely present themselves when in an uncomfortable or unfamiliar situation. It is clear that
social media has completely changed the way that we as a society act in social and virtual
environments. It is how people handle what comes with the expanding realm of social
networking in both a personal and professional atmosphere.
The use of Social Media by Different Genders/Effect Interpersonal Communication has on
Solo/Group Entertainment
There are differences in how gender groups view and use social media. It is believed that
there are certain “unwritten rules” when using social networks. There are also differences in how
a small groups interpersonal communication has affected entertainment versus a larger group
interaction. These guidelines or rules are important because as the realm of social networking
grows, it will reap a great benefit to find out the proper way it should be used by both genders. It
will also establish a more professional and ethical style to the way social network should be used
on a daily basis.
Sommer (2013) looks at interpersonal communication during a newscast. The study
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compares the effect of interpersonal communication in two areas: media effect and TV news
reception. Druckman and Nelson (2013) then performed a study that looked at whether
conversations strengthened or weakened the effect of mass media messages. Both studies used
conversation as the independent variable. It was found in both studies that the participant’s
conversations corresponded with how well news intake was received. Most conversations were
humorous and others often turned into political correctness or controversial topics which also
negatively affected news intake. According to both Sommer (2013) and Druckman et al.’s
(2003) studies, it was found that there were relations between the variables, however there were
not any clear explanation for any cause and effect found in the studies.
Vernali and Toker (2013) performed an online survey using 1,294 participants to more
properly understand self-disclosure on social networking sites. This study wanted to take a closer
look at the participants who were more likely to self-disclose personal information on a social
network. Participants were 51% male and 49% female between the ages of 15-45. The more
popular social media sites were used such as Facebook and Twitter. It was determined that self-
disclosure and communication frequency may relate to the type of information being disclosed
by the user. It was also found that social networking affinity made social networking almost
addictive in a sense that the attempts to portray themselves in a certain image on a given social
networking site. It also found that self esteem related to self-disclosure and that those with lower
self esteem tend to have higher use of social networking to boost that self esteem or self image to
strengthen social identity (Vernali, 2013).
Clipson, Wilson, and Dufrene (2012) split up an entire classroom by gender and did an
experiment by having both sides list why they think the opposite gender uses social media and
then what should be done in order to improve social media guidelines and proper etiquette. Also
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studied in the survey were the communication challenges with a member of the opposite sex
while using twitter, Facebook, or texting. Results were that both genders differed on how they
value and use social media. It was found that students realize they need to avoid today’s pitfalls
of social media such as using so much to the point that it is distracting from every day life or that
it is affecting communication with the people around them.
It is clear that in Vernali et al.’s (2013) study and in Clipson et al’s (2012) study that
social media has made its presence felt in both people’s personal lives and professional lives.
There is a clear correlation between how communication is affected by the use of social media. It
is also apparent that too much self-disclosure on a social networking site may lead to lower self-
esteem and loneliness.
Research Question/Hypothesis
RQ1: Does the product itself or the brand behind it truly influence consumers?
RQ2: Can members of the opposite sex see eye to eye when using social networking in the
classroom or work place?
RQ3: Does the theory of planned behavior show a pattern that is trending when looking at
today’s current usage of social networking?
RQ4: Is there correct protocol currently in place in order to use social media in the classroom
and work place?
Conclusion/Future study
When you take into consideration the motives that Matusitz and Breen (2011) present
when talking about celebrity persuasion when it comes to consumerism, it is a predictor that the
more time people spend on social media, the more comfortable they become building a virtual
image regardless of whether that image may be presenting that person correctly to others. The
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theory of planned behavior comes to fruition in this study after observing the multiple
experiments and surveys done on human behavior. In today’s society it seems like the majority
of people have perpetually adapted social media into their every day lives. With camera
smartphones becoming so popular, it seems that everyone uses social media for the same
reasons, to post and share different experiences every single day. When on a social media
account, it is immediately brought to attention the repetitive nature that everyone fed off each
other in order to grow the current trend to what it is today. It also shows because as society
becomes more comfortable with self-disclosure on social networking, this may show a new trend
in the way that marketers and advertisers target their consumers. The cognitive theory is
important in this study because it shows how people may be influenced by each other and other
outside influences when it comes to purchasing decisions and the levels of self-disclosure that
will continue to be displayed on social networking sites on a daily basis. The theory of planned
behavior and the social cognitive theory correlate in this study because it shows us just how
easily people are influenced by the societal norms and this technological culture around us.
People are influenced now more than ever on how to buy and what to buy based on the amount
of celebrity usage in an advertisement. Also, the more people who use social media, the more
likely they become apt to disclose more personal and honest information about themselves for all
to see. Although the use of social media can be a very helpful and useful tool, it can also make us
too dependable on it. Although social media can make it easier to capture and share moments, it
also has a damaging affect on natural interpersonal communication between two people. Too
much of anything can be a bad thing. Hopefully, in the future, better guidelines can be set in
place to add better balance between our social media accounts and the way we interact socially
with one another during every day life.
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