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Promotion by Others through Social Networks
Bridget P Lynch1, Matthew K Meisel2, W Keith Campbell3
1Le Moyne College.
Summary
People can leverage social networks for promotion by others, a strategy that offers benefits similar to self-promotion but with potentially fewer social costs. This research explores the factors influencing this phenomenon.
Area of Science:
- Social Psychology
- Network Science
- Communication Studies
Background:
- Self-promotion is a common self-presentation strategy but incurs social costs.
- Promotion by others, facilitated by social networks, offers an alternative with potentially reduced costs.
Purpose of the Study:
- To introduce and examine the phenomenon of 'promotion by others'.
- To investigate the relationship between social network characteristics and perceived promoter potential (PPP).
- To explore how relational value and desire for success disclosure influence PPP.
Main Methods:
- Utilized egocentric network analysis to map social connections.
- Participants enumerated friends and reported perceptions of their friends' likelihood to promote them.
- Assessed perceived relational value and desire for friends to know about successes.
Main Results:
- Perceived promoter potential (PPP) was positively associated with network connectedness.
- PPP positively correlated with the relational value of the social connection.
- A greater desire for friends to know about successes predicted higher PPP.
Conclusions:
- Social networks can facilitate promotion by others, offering advantages over direct self-promotion.
- Network connectedness, relational value, and personal desire for success disclosure are key factors in promotion by others.
- Understanding these dynamics can inform strategies for leveraging social capital.
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