Demystifying online personas of Vietnamese young adults on Facebook: A Q-methodology approach

Dang, D, Pittayachawan, S and Nkhoma, M 2015, 'Demystifying online personas of Vietnamese young adults on Facebook: A Q-methodology approach', Australasian Journal of Information Systems, vol. 19, pp. 1-22.


Document type: Journal Article
Collection: Journal Articles

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Title Demystifying online personas of Vietnamese young adults on Facebook: A Q-methodology approach
Author(s) Dang, D
Pittayachawan, S
Nkhoma, M
Year 2015
Journal name Australasian Journal of Information Systems
Volume number 19
Start page 1
End page 22
Total pages 22
Publisher University of Canberra, Faculty of Information Sciences and Engineering
Abstract As online social networking sites (SNS) are becoming a part of many people's daily life, they have become a topic of interest that attracts the attention of both academics and practitioners. The users' behaviours on those sites are complex and have important implications. Individuals can use a wide range of SNS's functionalities, for example, to socialise and promote their online identities or find friends of common interests. Reckless online behaviours on SNS have been shown to result in breaches of privacy and other risks such as cyber-bullying, cyber-stalking, and job loss. As a result, there are many concerns over these problems that prevent SNS from reaching their full potential. Given the vast number of user's concerns, identified by prior studies, there is a need to explore a typology of users that classifies online personas. This typology would reveal more about the users' needs and help improve their experience on SNS. To achieve that goal, we collected data from fourteen Vietnamese young adults of different backgrounds who use Facebook, which was then analysed with Q factor analysis. The findings suggested three distinctive online personas that include the Outgoing Connector, the Reserved Trustor, and the Threats Perceiver. Implications for marketing tactics and design of better users' experiences on social networking sites were discussed, and the proposed typology could serve as a starting point for future research to further explore the different types of social media's users.
Subject Information Systems Management
Keyword(s) Facebook
social networking site
Q methodology
online identity
online privacy
information behaviour
DOI - identifier 10.3127/ajis.v19i0.1204
Copyright notice Copyright: © 2015 Dang-Pham, Pittayachawan and Nkhoma. This is an open-access article distributed under the terms of the Creative Commons Attribution-Non Commercial 3.0 Australia License. which permits non-commercial use, distribution, and reproduction in any medium, provided the original author and AJIS are credited.
ISSN 1449-8618
Additional Notes Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
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