Steven McClung

Bio: Steven McClung is an academic researcher from Mercer University. The author has contributed to research in topics: The Internet & Radio broadcasting. The author has an hindex of 12, co-authored 21 publications receiving 613 citations. Previous affiliations of Steven McClung include University of Florida & Florida State University.

Motivations and self-presentation strategies on Korean-based "Cyworld" weblog format personal homepages.

Abstract: The main purposes of this study are to find out individuals' motives and interpersonal self-presentation strategies on constructing Korean weblog format personal homepage (eg, "Cyworld mini-homepage") The study also attempts to find predictor motives that lead to the activities of posting and maintaining a homepage and compare the self-presentation strategies used on the Web with those commonly used in interpersonal situations By using a principal component factor analysis, four salient self-presentation strategy factors and five interpretable mini-homepage hosting motive factors were identified Accompanying multiple regression analysis shows that entertainment and personal income factors are major predictors in explaining homepage maintenance expenditures and frequencies of updating

Examining the Motives of Podcast Users

Abstract: This study examines the patterns and uses of podcast users. A survey was conducted of 354 fans of shows that are podcast. These fans were found via fan websites of the shows on Facebook and MySpace. The results indicate that the bulk of the podcast users are well educated and affluent. The respondents also prefer to listen to the podcasts via portable devices. Almost 90% of the users reported actually using the show they downloaded. Motivations of using podcasts include entertainment, timeshifting, library building, a favorable view of advertising and a social aspect of the podcasts that centers around discussing the shows with other fans. There is some evidence here to suggest that the social factor motivation is also a predictor of podcast use. Heavy users of podcasts also reported to not have a negative view of the advertisers who supported the podcasts.

Getting up on the download: college students' motivations for acquiring music via the web

Abstract: The objective of this study is to understand the gratifications behind music downloading among college students, and examine how the gratifications along with music interest are associated with a variety of downloading-related activities.The results suggest that the process of downloading music files is an entertaining and convenient way to acquire music.The downloading motives were not linked significantly to filesharing (uploading as well as downloading music). However, entertainment/pass time, convenience/economic utility and information-seeking factors and experience were predictors of building a library of music on one's computer. Males reported having more songs stored in their computers than females and were more likely to burn compilation compact discs (CDs) with the music files they downloaded. Affinity for music was not associated significantly with any of the downloading activities examined, but was positively associated with CD purchasing.

Toward a detailed understanding of illegal digital downloading intentions: An extended theory of planned behavior approach:

Abstract: Because theory-based research can provide a better understanding of the psychological motivations and reasons why college students intend to engage in illegal digital downloading, this project is conducted from the perspectives of the theory of planned behavior, attitude functional theory and the social norms approach Based on a survey of 552 college students, results revealed that students who believed that illegal downloading would help save money and was convenient and those who did not want to be termed as being afraid of risk were more likely to download illegally, whereas those who had illegality concerns and high moral standards were less likely to download illegally In addition, perceived social approval for downloading, but not the perceived frequency of others’ downloading behaviors, predicted intentions to download This study argues that the integration of the three theoretical frameworks provides more meaningful, yet parsimonious guidance for designing antipiracy campaigns

Determinants of consumer engagement in electronic word-of-mouth in social networking sites

Abstract: As more and more marketers incorporate social media as an integral part of the promotional mix, rigorous investigation of the determinants that impact consumers’ engagement in eWOM via social networks is becoming critical. Given the social and communal characteristics of social networking sites (SNSs) such as Facebook, MySpace and Friendster, this study examines how social relationship factors relate to eWOM transmitted via online social websites. Specifically, a conceptual model that identifies tie strength, homophily, trust, normative and informational interpersonal influence as an important antecedent to eWOM behaviour in SNSs was developed and tested. The results confirm that tie strength, trust, normative and informational influence are positively associated with users’ overall eWOM behaviour, whereas a negative relationship was found with regard to homophily. This study suggests that product-focused eWOM in SNSs is a unique phenomenon with important social implications. The implications for research...

Impression Management 2.0. The Relationship of Self-Esteem, Extraversion, Self-Efficacy, and Self-Presentation Within Social Networking Sites.

Abstract: Investigated the relationship between self-reported (offline) personality traits and (online) self-presentation in social networking profiles on the Internet. Social networking sites like MySpace, Facebook, and StudiVZ are popular means of communicating personality. Recent theoretical and empirical considerations of homepages and Web 2.0 platforms show that impression management is a major motive for actively participating in social networking sites. 58 users (mean age 22.98 years) of the German Web 2.0 site, StudiVZ.net, completed online questionnaires assessing extraversion (NEO Personality Inventory, NEO-FFI), self-esteem (Rosenberg Self-Esteem Scale, RSES), and efficacy of self-presentation, and their profiles were subject to a content analysis. Findings reveal a slight influence of extraversion on self-presentation, whereas there was no significant effect for self-esteem. Moveover, analyses of respondents' profiles showed that self-efficacy with regard to impression management is strongly related to the number of virtual friends, the level of profile detail, and the style of the personal photo.