• Press Information
  • Contact
  • deutsch | english
social media

Using social media such as Facebook, Xing or Twitter has become part of everyday life for many people. Social media help people to maintain and extend their social networks. Social relationships are (semi-)publicly displayed; social contexts collapse and members from different groups receive the same information. This information is usually displayed in so-called feeds, short messages often presented out of context. At the same time, social media explicitly ask for information sharing and present incentives for sharing by displaying activity in profiles. Social media thereby influence with whom and how people share information and knowledge. The junior research group Social Media is thus mainly interested in how social media affect (professional) knowledge exchange.

Next to the cognitive component – knowing who knows what – the emotional component, namely trust in the interaction partner, plays a major role in professional knowledge sharing. The junior research group studies these cognitive and emotional processes often in professional settings, e.g., on business networks such as Xing or LinkedIn, but also in online experiments. The group also examines how visualizations can help people to process complex volumes of data and to make better decisions. The results from these studies are relevant for the praxis field knowledge work with digital media.

Many people are nowadays permanently connected with their network via smartphones and other digital media. The junior research group also studies how the changed communication patterns (e.g., many short, rather mundane messages instead of longer and more intimate conversations) affect social relationships and emotions.

Team social media


Dr. Tide: Digital Research Tailored Information Detector

Organizations have to process and understand their internal data. In order to do so, many organizations use visualization tools to design graphs and tables. However, when actually designing these visualizations, often questions emerge: How should complex data be visualized to improve decision making? How can cognitive overload of the users be prevented? How flexible or interactive should self-service visualization options be?

Overcoming cognitive and motivational barriers for networking: contact recommendation systems in professional settings

The project investigates which factors have a positive or negative impact on networking behavior in professional settings, and how these factors can be promoted or attenuated respectively. In addition to studying the influencing factors, an algorithm for recommender systems in professional social media will be developed. The project goal is to make networking on professional social media platforms easier, thereby helping knowledge workers with their work.

Redefining tie strength – how social media (can) help us to get non-redundant useful information and emotional support

Social media help us to stay in touch with many people – no matter whether they are close friends (so-called strong ties), acquaintances (weak ties) or people we barely know. Research on social capital showed that strong ties provide us with emotional support whereas weak ties provide us with useful non-redundant information. Do social media change how and from whom we receive informational and emotional support?

graduation papers

Soziale Medien und Konsumtenverhalten

Soziale Netzwerke wie Facebook sind für viele Menschen Bestandteil des Alltags geworden. Auch Unternehmen haben die Bedeutung sozialer Netzwerke erkannt und bieten z.B. Fanpages, um mit (potentiellen) Kunden zu interagieren. Die Facebooknutzung kann auf direktem oder indirektem Wege das Konsumentenverhalten beeinflussen. Zum einen sind Nutzer direkt Anzeigen oder Marken-Fanpages ausgesetzt. Zum anderen sind auch indirekte Effekte denkbar. Die Facebooknutzung kann Emotionen wecken, die wiederum das Kaufverhalten beeinflussen könnten. Führt z.B. die Konfrontation mit attraktiven Fotos und positiven Posts zu Neid, der dann wiederum das Konsumentenverhalten beeinflusst?

Ihre Ansprechpartnerin ist: Frau Prof. Dr. Sonja Utz