Factors Affecting the Success of a Professional-specialized Social Network Site: Findings of a Qualitative Study in Iran

Abstract

Professional-specialized social network sites are a form of emerging online communities hosting academic users and scientific contents. Indeed, the success of these social networks requires studies that would provide the stakeholders with constructive and practical knowledge on the factors that may affect the success of these social networks. Despite the importance of the issue, literature review shows that the factors affecting the success of these networks have not been studied much. Therefore, this case study aimed to identify and extract the main factors affecting the success of a professional-specialized social network site using a qualitative approach with a focus on the experience of ANJOMAN, a social network in Iran, policy makers and users. According to the findings, the policy makers classified the main factors affecting the success of a social network into the following six categories: the society readiness to accept this idea, owner's credit, management support, users' motivation, website effectiveness, and management and control system efficiency. Moreover, the users believed that these effective factors can be placed into four categories: individual motivation, the establishment of efficient communication, content dynamism, and website attractiveness. These factors can lead to the implementation of more comprehensive policies and decisions. Accordingly, users will be more motivated to attend and participate in such social networks.