literature review

What’s people’s attitude toward using socializing app to meet new friend or for a new
2.1 Socializing apps and how people perceive them
This sub-chapter will play an important role in underscoring the importance of these apps in
bolstering people’s lives. In the study by Shin et al., 2020, they evaluate how parents, peers and
media determine the behaviors of app-based mobile advertising. This study will be useful in
analyzing how applications influence the making of relationships among smartphone users.
According to the study by Rhee, Lee & Chang (2010), they highlight that the mobile web services
are need in socialization. This study is critical in studying the main features of socialization which
enables people to share content and network leading to relationships.
In addition, a study done by Pfund, Hill & Harriger (2020) demonstrate that video chatting is not
predictive of appearance satisfaction but it is used as a leading form of communication. This will
be useful in the present study as it offers more insight in exploring the relevance of video chatting
in creating relationships.
2.2 socializing apps as tools for creating new friendship and relationship
This sub-chapter will attempt to go a step further in showing how these apps can strengthen
friendships. The study by Yu (2017) looks at different mobile applications and their applicability
in socialization. This study will be used in assessing the use of different mobile applications in
enhancing communication and socialization for friendship and new relationships.
The study by (2016) delves into social activities that can ignite friendships and relationships. The
article will be useful in analyzing the different apps that can be used to improve the creation of
relationships through use of applications.
3.3 People’s attitude towards using socializing apps
This part will explore ways in which apps help to evaluate the extent to which people perceive and
value these apps. Harvard Health Letter (2020) highlights the increase video calls for socializing
which has enabled people to build relationships and friendships. This article will highlight the
importance of the use of videos to call, record video and send photos across different applications
by people looking for friendships and new relationships. In another study by Jennings (2011), he
evaluates the millennials and the use of technology for socializing and states that most millennials
use social media to connect and build relationships with other people. This article will be useful in
assessing the attitudes of millennials and other groups of young people in creating relationships by
use of different applications and social media.
Shin, W., Lwin, M. O., Yee, A. Z. H., & Kee, K. M. (2020). The role of socialization agents in
adolescents’ responses to app-based mobile advertising. International Journal of
Advertising, 39(3), 365–386.
Rhee, Y., Lee, J., & Chang, I. (2010). Designing Mobile Social Networking Service Through UCD
Process: LifeDiary. International Journal of Human-Computer Interaction, 26(11/12),
Pfund, G. N., Hill, P. L., & Harriger, J. (2020). Video chatting and appearance satisfaction during
COVID‐19: Appearance comparisons and self‐objectification as moderators. International
Journal of Eating Disorders, 53(12), 2038–2043.
Yu, D. (2017). Three Essays on Mobile Application Developers’ Product Offering Strategies.
Hart, T. (2016). All You Need Is — One Good One. Lesbian News, 41(9), 20.
Are video calls a loneliness cure? (2020). Harvard Health Letter, 45(9), 1–7.
Jennings, L. (2011). Generation app. Nation’s Restaurant News, 45(19), 44–46.
Background Information
Socializing is an essential aspect of the human condition and experience.
Humans are social beings and actively seek social situations to complete their being.
Socializing apps like Tinder, Twitter, Facebook, and others show how socializing is
significant to humanity. Such apps’ success in replicating social situations has turned
them into significant aspects of modern living, affecting every portion of life, like
businesses (Cheng et al., 2021). Socializing apps affect commerce in a variety of
ways, from marketing to affecting consumer behavior (Cheng et al., 2021). The apps
affect consumer behavior in two primary ways: creating hype around products or
services and creating a sense of community that encourages consumers to make
certain purchases.
Social media application like Twitter and Tinder allows brands avenues to
create hype toward their products. (Weinandy et al., 2023) States that higher visibility
of a brand on Twitter leads to greater attention which endears to the minds of the
consumer and encourages them to make purchases. People meet online to discuss the
trending product, which may translate to purchases. The buzz from social media helps
brands create attention and awareness toward their brand, thus increasing their
marketability and encouraging consumers to make purchases. The research also
establishes that higher likes, popularity, and followers across social media platforms
are good indicators of a brand’s popularity and can directly translate into higher sales
(Weinandy et al., 2023).
Socializing apps allow companies to create a highly alluring perception of
their brand (Cheng et al., 2021). Companies use different tactics to create the
perception of engineering scarcity by releasing limited edition offers to introduce new
practical features. Consider the success of the Supreme brand or Nike’s Air Jordan
collections that use social media to build hype for their brands by releasing limited
edition products. Socializing apps are beneficial because they create hype and a sense
of urgency that encourages sales. Socializing apps encourage people to make
purchases, especially if they interact with testimonials from online interactions that
vouch for the products.
Socializing apps are popular because they can effectively replicate social
situations. People online often meet on platforms where they express shared interests.
For instance, two basketball fans may meet on a Facebook page that discusses
basketball facts. The two individuals belong to that community and are likely to like
similar things that express their love for basketball. According to (Wang et al., 2019),
The brand community built by social networking sites (SNSs) endorses efficacy in
modern marketing as it can encourage purchases. The consumer may purchase to
show that they are part of the community. For instance, consider a scenario where two
sports fans agree to meet for a meet and greet. The meeting will likely be in a sports
theme setting, and they may encourage each other to come in attire that shows support
for their favorite teams.
The purchase becomes possible as securing a team jersey creates a sense of
belonging and community. The example shows how appealing to humanity’s social
nature can lead to business success. Socializing apps allow the consumer to express
their love towards a specific item, thus creating a viable avenue for merchandising
that appeals to the sense of community humanity tends to have (Cheng et al., 2021).
Therefore, socializing apps can influence consumer behavior by creating communities
that encourage purchases.
In conclusion, online interactions can encourage consumer purchases by
creating buzz around certain offers and facilitating a sense of belonging. The
communities people create online through various interactions may encourage them to
make purchases that pay homage to the group. Therefore, marking campaigns can
utilize social media to generate brand interest and positively impact sales. However,
measuring the impact of socializing applications on actual sales is difficult because
securing the relevant data may be costly. However, it has been established through
several pieces of research that social media marketing is an effective avenue for
modern businesses.
Cheung, M. L., Pires, G. D., Rosenberger III, P. J., & De Oliveira, M. J. (2021).
Driving COBRAs: the power of social media marketing. Marketing
Intelligence & Planning, 39(3), 361-376.
Wang, X. W., Cao, Y. M., & Park, C. (2019). The relationships among community
experience, community commitment, brand attitude, and purchase intention in
social media. International Journal of Information Management, 49, 475-488.
Weinandy, T. J., Chen, K., Pozo, S., & Ryan, M. J. (2023). Twitter-patter: how social
media drives foot traffic to retail stores. Journal of Marketing Analytics, 1-19.

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