A social novelty was initially brought about by one Lord Kames () that has a hand in attractiveness to the social media. The web designers fret for not being able to deliver ‘fresh content’ to the members since there is a preference for new and stimulating information. Therefore, the web designers of Facebook often try to upgrade and create new designs in a bid to draw people’s attention.
Regarding behavior, the main aspect of social media members is an addition of new connections. Consequently, in creating that network, it is not possible for one to deal with everyone on the platform equally. For instance, for one to be able to see another person’ updates, it would be prudent for them to accept ‘accept the friend request.’ Thus, in the case, the person may choose to support their behavior by rewarding them with their personal information, but it is not in any given situation an assurance that they will surely reinforce their behavior ( Van, Lanivich, Roth & Junco, 2016) . So their behavior of trying to make a connection request is followed by a schedule reinforcement typical example: in some cases, it is rewarded, and in some other cases it is not rewarded; therefore it will be very possible that they will continue to engage in the same behavior ( Park, 2015) .
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Cleverly, it is obvious that the social media websites have taken the opportunity of concentrating the same reinforcement paradigm for very many activities to a unique feature: a notification icon. According to Ngai, Tao & Moon, (2015) the social media websites have created a form of a red icon, ‘+1’ which encourages users to keep checking what it is for, whether ‘like’ or ‘favorite.’ The features that appear such as the red icon are not necessarily constant features of the social media, but an engagement sparked by other users incessantly, a creative feature maintained by site engineers. The notifications are unpredictable one may never know how many of them they will receive that is before we log out, the sites and notifications boost our behaviors with a lot of power.
Interestingly, biology has indicated that there are strings attached to the way people use Facebook psychophysiological pattern. When one is browsing o Facebook, they tend not to have any stress and have a form of relaxation in some or some somatic activities ( Roth, Bobko, Van Iddekinge & Thatcher, 2016) . When people are on Facebook, it feels as if it is a positive experience, it practically feels good, a reason behind why people enjoy using it. The trend on Facebook for new users is when a new user first joins, they look for people they may know or recognized on the platform send requests since they are the most likely people to accept their friend requests. In this particular situation there will be diminishing returns when it comes to behavior for that person initial time on the site; therefore they will not have much of a reward ( Andreassen, Pallesen, & Griffiths, 2017).
Consequently, web developers should have a decline expectation for a new user on the site just for the first few weeks, but plays an important role to what will be a dominant cognitive state of the marketing time; media multitasking. Instead of those people spending countless time on the sites they get into the sites and out of them, largely to look for any updates that might be there, from family and friends.
References
Andreassen, C. S., Pallesen, S., & Griffiths, M. D. (2017). The relationship between addictive use of social media, narcissism, and self-esteem: Findings from a large national survey. Addictive Behaviors , 64 , 287-293.
Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and conceptual frameworks. International Journal of Information Management , 35 (1), 33-44.
Park, G., Schwartz, H. A., Eichstaedt, J. C., Kern, M. L., Kosinski, M., Stillwell, D. J., ... & Seligman, M. E. (2015). Automatic personality assessment through social media language. Journal of personality and social psychology , 108 (6), 934.
Roth, P. L., Bobko, P., Van Iddekinge, C. H., & Thatcher, J. B. (2016). Social media in employee-selection-related decisions: A research agenda for uncharted territory. Journal of Management , 42 (1), 269-298.
Van Iddekinge, C. H., Lanivich, S. E., Roth, P. L., & Junco, E. (2016). Social media for selection? Validity and adverse impact potential of a Facebook-based assessment. Journal of Management , 42 (7), 1811-1835.
