Reference Type
Beitrag auf wissenschaftlicher Konferenz (2010)

Reference
Richter, D., Riemer, K., & vom Brocke, J. (2010). Social Transactions on Social Network Sites: Can Transaction Cost Theory contribute to a better understanding of Internet Social Networking?. Paper presented at the 23rd Bled eConference, Bled, Slovenia.

Abstract
Social Network Sites (SNSs) are a success story by example. User counts as well as
page visits have rocketed in recent years. In this paper we propose to utilize
Transaction Cost Theory (TCT) and Social Capital Theory (SCT) to make sense of what
kind of social interaction is executed on SNSs and why. In doing so we will show how
TCT can be applied to SNSs by proposing to include in the theory the construct of social
transactions. We will describe the characteristics of social transactions on SNSs as
being concerned with the management of Social Capital. We will then determine which
social transactions are attracted by SNSs. Finally, we discuss how research in the field
of Internet Social Networking can benefit from this conceptualisation of social
transactions and spell out practical implications.
Keywords: Social Networking, Social Network Sites, Transaction Cost Economics,
Social Capital.