International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

In Pursuit of Greater Social Value: A Model for Expanding Online Social Relationships for Greater Social Capital
Carlos Buskey, Rajni Goel

Social networking has matured into a set of hyper-standards adopted by individuals across the globe. As a result, social network platforms scurry to create innovative tools and services to maintain user connections and promote additional use and end user satisfaction. This directly impacts greater social media pipelines to extend and bolster digital data volume. The abundance of data from online social network transactions creates a need for users to be deliberately aware of their online social capital or their Return on Investment (ROI) from their online social engagements. This study extends prior work of social online engagement by exploring the direct relationships between social identity (SID) attributes and their impact on social capital. The SID score represents an individual’s derived social capital from a business value perspective (bridging capital) and personal value (bonding capital). The goal is to develop a framework that effectively measures social network activity and influence a calculated “SIDScore”, based on users online social media engagements and interactions. The outcome will assist users in determining the significance of their online relationships and give users a tool to manage engagements to achieve stronger social capital (ROI).

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