Social Transactions on Social Network Sites: Can Transaction Cost Theory contribute to a better understanding of Internet Social Networking?

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Reference

Richter, D., Riemer, K., & vom Brocke, J. (2010). Social Transactions on Social Network Sites: Can Transaction Cost Theory contribute to a better understanding of Internet Social Networking?. Paper presented at the 23rd Bled eConference, Bled, Slovenia.

Publication type

Paper in Conference Proceedings

Abstract

Social Network Sites (SNSs) are a success story by example. User counts as well as page visits have rocketed in recent years. In this paper we propose to utilize Transaction Cost Theory (TCT) and Social Capital Theory (SCT) to make sense of what kind of social interaction is executed on SNSs and why. In doing so we will show how TCT can be applied to SNSs by proposing to include in the theory the construct of social transactions. We will describe the characteristics of social transactions on SNSs as being concerned with the management of Social Capital. We will then determine which social transactions are attracted by SNSs. Finally, we discuss how research in the field of Internet Social Networking can benefit from this conceptualisation of social transactions and spell out practical implications. Keywords: Social Networking, Social Network Sites, Transaction Cost Economics, Social Capital.

Research

Persons

• Prof. Dr. Jan vom Brocke

Organizational Units

• Institute of Information Systems
• Hilti Chair of Business Process Management