| Summary: | 碩士 === 元智大學 === 資訊社會學碩士學位學程 === 100 === The popularity of social networking site and its variety affordances, makes the issues of reputation management and online impressions become more important in recent years. The study of Pew Internet (2010) found that reputation management has now become a defining feature of online life for many internet users, especially for the young. However, Pew Internet research did not empirically measure substantial benefits of reputation management. Existing studies suggested reputation management will positively lead to better social evaluation, however, most studies were limited on capturing reputation management behaviors from the Facebook profile users. In this study, a closed network of 60 freshmen in a class from a university is selected to measure their behaviors of privacy control and personal message management on the Facebook. Furthermore, this study aims at examining the impacts of reputation management on task and social attractiveness by a whole-network analysis.
The study found that both task and social attractiveness are affected by personal message management. Interestingly, those who were more often to delete their own messages from the Facebook were less attractive of his/her classmates. For the network effects, those who had higher degree of centrality on the Facebook enjoyed high task and social attractiveness by the class. Those who had homogenous interests friends on the Facebook were also received higher degree of task and social attractiveness. Furthermore, the findings suggested that those who had higher degree of centrality on the off-line advice network also revealed higher degree of task attractiveness by his/her classmates. The effects of reputation management in this study were inconsistent with previous research, a more cautious selection of network respondents in a unacquaintance network is suggested for further study.
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