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IMAGE:Cyberpsychology, Behavior, and Social Networking is an authoritative peer-reviewed journal published monthly online with Open Access options and in print that explores the psychological and social issues surrounding... view more

Credit: Mary Ann Liebert, Inc., publishers

New Rochelle, NY, March 11, 2015--Social network sites such as Facebook play an important role in maintaining relationships, including romantic relationships, whether individuals are involved in a geographically close or long-distance romantic relationship. A new study that compares the relative importance of social networks and explores the role they play in helping to maintain a close-by versus a long-distance romantic relationship is published in Cyberpsychology, Behavior, and Social Networking, a peer-reviewed journal from Mary Ann Liebert, Inc., publishers. The article is available free on the Cyberpsychology, Behavior, and Social Networking website until April 11, 2015.

In the article "The Use of Social Network Sites for Relationship Maintenance in Long-Distance and Geographically-Close Romantic Relationships," coauthors Cherrie Joy Billedo, Peter Kerkhof, and Catrin Finkenauer, VU University Amsterdam and University of the Philippines, describe differences in the intensity of use and the types of uses of social network sites between the two groups studied. They report how use of social network sites allows individuals to access information about, and monitor the activities of, romantic partners, and how that can be used to gauge a partner's involvement in the relationship and loyalty, with potentially positive or detrimental effects.

"Social network sites are used more frequently by those in long-distance relationships," says Editor-in-Chief Brenda K. Wiederhold, PhD, MBA, BCB, BCN, Interactive Media Institute, San Diego, California and Virtual Reality Medical Institute, Brussels, Belgium. "As long-distance relationships become more common, and continue to succeed, it becomes increasingly valuable to understand the role that technology plays in strengthening or damaging a romantic relationship."

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About the Journal

Cyberpsychology, Behavior, and Social Networking is an authoritative peer-reviewed journal published monthly online with Open Access options and in print that explores the psychological and social issues surrounding the Internet and interactive technologies, plus cybertherapy and rehabilitation. Complete tables of content and a sample issue may be viewed on the Cyberpsychology, Behavior, and Social Networking website.

About the Publisher

Mary Ann Liebert, Inc., publishers is a privately held, fully integrated media company known for establishing authoritative peer-reviewed journals in many promising areas of science and biomedical research, including Games for Health Journal, Telemedicine and e-Health, and Journal of Child and Adolescent Psychopharmacology. Its biotechnology trade magazine, Genetic Engineering & Biotechnology News (GEN), was the first in its field and is today the industry's most widely read publication worldwide. A complete list of the firm's 80 journals, books, and newsmagazines is available on the Mary Ann Liebert, Inc., publishers website.

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Are social networks helpful or harmful in long-distance romantic relationships?

It's not much harder or more expensive to send a tweet or a Facebook post to hundreds or even thousands of people than to just a handful. So you'd think that the ease of communicating with lots of people via social networks would result in more and more people sharing their thoughts, political views, and cat videos.

But that's not the case, says Associate Professor Zsolt Katona at UC Berkeley's Haas School of Business (pictured, left). The flood of tweets and posts washing across cyberspace has created a huge imbalance in the number of people creating content and the number of people who receive it. That imbalance stems from some content creators giving up on actively contributing to social networks, while others choose to send out more and more messages to users in an effort to be noticed.

In a new research paper, Competing for Attention in Social Communication Markets, Katona and co-author Ganesh Iyer, Edgar F. Kaiser Chair in Business Administration at Berkeley-Haas, (pictured, right) suggest a seemingly counter-intuitive thesis: The cheaper and easier it becomes to reach large numbers of people via social media, the fewer "content creators" choose to participate and the more cluttered the networks become. If it were as difficult to post messages to large numbers of people as it was just a few years ago - before the rise of mobile messaging apps -- more users would create content.

Although more and more people are participating in social networking, a smaller percentage of users are actively creating and sharing content. Industry reports estimate that just 10 percent of Twitter users broadcast 90 percent of the network's tweets, while only a tiny fraction of the 55 million users who blog post daily, notes Katona.

The relative scarcity of message creators has been noticed before. But what hasn't been understood are the mechanisms responsible for the imbalance of senders and receivers and the implications for the social networking industry.

The research suggests that social networking is a bit like a market: People who create and send content are investing effort to win customers--in this case the "receivers" who will view their content.

But unlike businesses that use social networking as a marketing tool, individual senders aren't looking for a definable economic reward. They want status, or the satisfaction of being heard. Instead of actual sales, senders measure their payoff by the number of receivers who listen to her, while the effort required to reach them is the cost of sales, say the researchers.

Social distance between senders and receivers largely determines the effort required to reach them. If a social network is small, and each sender targets just a few receivers, there's not much competition for attention; receivers aren't getting many messages. On the other hand, senders aren't getting a large payoff so they only make a minimal effort to be heard.

That changes when senders attempt to increase their payoff by targeting people who are more socially distant. Receivers, who once were the recipient of messages from only a few senders, are now targeted by many senders, leading to increased competition for attention. And the more distant the receiver, the harder it is for the sender to craft relevant messages, say the researchers.

As competition grows, some senders decide the payoff isn't worth the trouble and drop out, and others decide not to enter the market, which explains why the proportion of senders to receivers is so low. It may also explain why some users turn away from popular social networks and are looking for more intimate places to share items with just a handful of people, say the researchers.

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