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The purposes of this paper are to deal with the questions: because search engines, social networks and app-stores are often referred to as gatekeepers to diverse information access, what is the evidence to substantiate these gatekeeper concerns, and to what extent are existing regulatory solutions to control gatekeeper control suitable at all to address new diversity concerns? It will also map the different gatekeeper concerns about media diversity as evidenced in existing research before the background of network gatekeeping theory critically analyses some of the currently discussed regulatory approaches and develops the contours of a more user-centric approach towards approaching gatekeeper control and media diversity.

This is a conceptual research work based on desk research into the relevant and communications science, economic and legal academic literature and the relevant laws and public policy documents. Based on the existing evidence as well as on applying the insights from network gatekeeping theory, this paper then critically reviews the existing legal/policy discourse and identifies elements for an alternative approach.

This paper finds that when looking at search engines, social networks and app stores, many concerns about the influence of the new information intermediaries on media diversity have not so much their source in the control over critical resources or access to information, as the traditional gatekeepers do. Instead, the real bottleneck is access to the user, and the way the relationship between social network, search engine or app platforms and users is given form. Based on this observation, the paper concludes that regulatory initiatives in this area would need to pay more attention to the dynamic relationship between gatekeeper and gated.

Because this is a conceptual piece based on desk-research, meaning that our assumptions and conclusions have not been validated by own empirical research. Also, although the authors have conducted to their best knowledge the literature review as broad and as concise as possible, seeing the breadth of the issue and the diversity of research outlets, it cannot be excluded that we have overlooked one or the other publication.

This paper makes a number of very concrete suggestions of how to approach potential challenges from the new information intermediaries to media diversity.

The societal implications of search engines, social networks and app stores for media diversity cannot be overestimated. And yet, it is the position of users, and their exposure to diverse information that is often neglected in the current dialogue. By drawing attention to the dynamic relationship between gatekeeper and gated, this paper highlights the importance of this relationship for diverse exposure to information.

While there is currently much discussion about the possible challenges from search engines, social networks and app-stores for media diversity, a comprehensive overview in the scholarly literature on the evidence that actually exists is still lacking. And while most of the regulatory solutions still depart from a more pre-networked, static understanding of “gatekeeper”, we develop our analysis on the basis for a more dynamic approach that takes into account the fluid and interactive relationship between the roles of “gatekeepers” and “gated”. Seen from this perspective, the regulatory solutions discussed so far appear in a very different light.

Purpose — This chapter illustrates and explains the ambiguity and vagueness of the term social search and aims at describing and classifying the heterogeneous landscape of social search implementations on the WWW.

Methodology/approach — We have looked at different definitions as well as the context of social search by carrying out an extensive literature review, and tried to unify and enhance existing ideas and concepts. Our definition of social search is illustrated by a general review of existing social search engines, which are analyzed and described by their specific features and social aspects.

Findings — The chapter presents a discussion of social search as well as a comparison of existing social search engines.

Social implications — The definition of social search and the comparison of social search engines summarize the many ways people can search the web together and allow for an assessment of future developments in this area.

Originality/value of paper — Although different attempts to define social search have been made in the past, we present an argumentation that unifies some existing definitions and which is different from other interpretations of the social search concept. We present an overview and a comparison of the different genres of social search engines.

The purpose of this paper is to provide useful insights underlying the popularity of search engine technologies within a social media-intensive environment.

The degree of social interaction for social media platforms that integrate search engine technologies as part of the homepage and related experience is very mixed on part of its users. Through Barnard’ theory of authority acceptance, social media and its popularity may be examined by the ability of its users to create effective messages that can be broadcasted to many, yet controlled by individual. The hypotheses tested the interaction of social media and search engine with gender and technological ease-of-use factors.

The statistical evidence suggested that significant technological and ease-of-use aspects of search engines are not meaningful, based on gender alone. Males may slightly be prone to take advantage of such technologies, but their search and use patterns are not much varied from their female counterparts. Social media, generally more fully captured authority in individual search patterns, and a number of interactions among gender status, search engine characteristics, and social media were found to be significant and profound. The testing of these hypotheses directly reflect the complexities of unique needs among users of search engines within a social media environment.

Search engine technologies with a social media context has allowed for the development of a modern, user-driven internet experience that has been powered by users’ imagination and is designed to at least partially satisfy users’ need for self-directed engagement. Organizations are well advised to provide a mindful, less controlled, and more interactive presence of potential users, especially through an increasingly mobile presence.

Individuals as well as organizations are rapidly discovering that it is becoming easier to share and distribute their content, especially for more creative and innovative content, among all of its users. As businesses continue to focus on the quality of one’s own content, individuals are increasingly taking advantage of some tools to exert more control over their experiences and what they are willing to share, resulting in more user-based partnerships will formulate. As the transition of traditional forms of marketing to newer forms of integrated marketing, the future for search engines as marketing tools by social media users appears to be very promising in adding contextual content within users’ homepage.

The primary objectives of this research paper are to explore the concept of social search, evaluate the performance of Facebook as a social search engine, and to understand the relationship between social networking sites (SNS) and social search. The author's intention is to examine the possibility that Facebook presents as the future of on‐line search and the implications for libraries.

This study reviews the literature on SNSs, Facebook studies, and the concept of social search. It then explores Facebook as a social search engine through participant observation, personal experience and experiment. The experiment is based on two identified search queries. Both queries are performed, wherein the results retrieved are displayed using tables and evaluated.

Facebook as a people search engine, yields irrelevant results in response to search queries for unknown persons or groups. Facebook may also fail to provide timely and relevant results when attempting to get information from persons with whom the user has a weak relationship. Findings also indicate the limitations of users functioning as quasi‐librarians as it relates to the quality of information retrieval.

The findings are relevant for library and information science academics and professional practitioners.

The author provides an approach for evaluating the quality of information retrieval in social search using the traditional information retrieval evaluation methods of library and information scientists. He also revisits old arguments on the importance of the profession to web information in light of new trends and data.

The purpose of this paper is to introduce the notion of social search as a new concept, drawing upon the patterns of web search behaviour. It aims to: define social search; present a taxonomy of social search; and propose a user‐centred social search method.

A mixed method approach was adopted to investigate and conceptualise the notion of social search. A review of literature on social search was carried out to identify the key trends and topics. A model of online collaboration was adopted to delineate the types and categories of social search. Four use case scenarios were developed to provide a more pragmatic approach to the understanding of social search.

The developed taxonomy of social search reveals important similarities and differences between many social search systems. This analysis reveals a gap in social search approaches. A practical method was identified that allows users to directly leverage social search without special features built into search engines.

For feasibility reasons, Google was used as an example of a search system that can be used for carrying out social searches.

The paper provides several practical implications for web searchers as well as web designers. In particular, some recommendations are provided for the design of search engines, digital libraries and browser add‐ons.

The study demonstrates the value and power of “collective intelligence” in web search. It shows how general web searches can be enhanced through using socially enhanced web‐based tools such as social bookmarking systems, social tagging services and social media sites.

This is the first study that provides a granular analysis of the notion of social search and puts forward a taxonomy of social search. The use cases developed and reported are created based on real search topics, and show the value and validity of the approach taken.

Purpose — The purpose of this chapter is to give an overview of the context of Web search and search engine related research, as well as to introduce the reader to the sections and chapters of the book.

Methodology/approach — We review literature dealing with various aspects of search engines, with special emphasis on emerging areas of Web searching, search engine evaluation going beyond traditional methods and new perspectives on Web searching.

Findings — The approaches to studying Web search engines are manifold. Given the importance of Web search engines for knowledge acquisition, research from different perspectives needs to be integrated into a more cohesive perspective.

Research limitations/implications — The chapter suggests a basis for research in the field and also introduces further research directions.

Originality/value of paper — The chapter gives a concise overview of the topics dealt within the book and also shows directions for researchers interested in Web search engines.

Search engines, the most popular online services, are associated with several concerns. Users are concerned about the unauthorized processing of their personal data, as well as about search engines keeping track of their search preferences. Various search engines have been introduced to address these concerns, claiming that they protect users’ privacy. The authors call these search engines privacy-preserving search engines (PPSEs). This paper aims to investigate the factors that motivate search engine users to use PPSEs.

This study adopted protection motivation theory (PMT) and associated its constructs with subjective norms to build a comprehensive research model. The authors tested the research model using survey data from 830 search engine users worldwide.

The results confirm the interpretive power of PMT in privacy-related decision-making and show that users are more inclined to take protective measures when they consider that data abuse is a more severe risk and that they are more vulnerable to data abuse. Furthermore, the results highlight the importance of subjective norms in predicting and determining PPSE use. Because subjective norms refer to perceived social influences from important others to engage or refrain from protective behavior, the authors reveal that the recommendation from people that users consider important motivates them to take protective measures and use PPSE.

Despite its interesting results, this research also has some limitations. First, because the survey was conducted online, the study environment was less controlled. Participants may have been disrupted or affected, for example, by the presence of others or background noise during the session. Second, some of the survey items could possibly be misinterpreted by the respondents in the study questionnaire, as they did not have access to clarifications that a researcher could possibly provide. Third, another limitation refers to the use of the Amazon Turk tool. According Paolacci and Chandler (2014) in comparison to the US population, the MTurk workers are more educated, younger and less religiously and politically diverse. Fourth, another limitation of this study could be that Actual Use of PPSE is self-reported by the participants. This could cause bias because it is argued that internet users’ statements may be in contrast with their actions in real life or in an experimental scenario (Berendt et al., 2005, Jensen et al., 2005); Moreover, some limitations of this study emerge from the use of PMT as the background theory of the study. PMT identifies the main factors that affect protection motivation, but other environmental and cognitive factors can also have a significant role in determining the way an individual’s attitude is formed. As Rogers (1975) argued, PMT as proposed does not attempt to specify all of the possible factors in a fear appeal that may affect persuasion, but rather a systematic exposition of a limited set of components and cognitive mediational processes that may account for a significant portion of the variance in acceptance by users. In addition, as Tanner et al. (1991) argue, the ‘PMT’s assumption that the subjects have not already developed a coping mechanism is one of its limitations. Finally, another limitation is that the sample does not include users from China, which is the second most populated country. Unfortunately, DuckDuckGo has been blocked in China, so it has not been feasible to include users from China in this study.

The proposed model and, specifically, the subjective norms construct proved to be successful in predicting PPSE use. This study demonstrates the need for PPSE to exhibit and advertise the technology and measures they use to protect users’ privacy. This will contribute to the effort to persuade internet users to use these tools.

This study sought to explore the privacy attitudes of search engine users using PMT and its constructs’ association with subjective norms. It used the PMT to elucidate users’ perceptions that motivate them to privacy adoption behavior, as well as how these perceptions influence the type of search engine they use. This research is a first step toward gaining a better understanding of the processes that drive people’s motivation to, or not to, protect their privacy online by means of using PPSE. At the same time, this study contributes to search engine vendors by revealing that users’ need to be persuaded not only about their policy toward privacy but also by considering and implementing new strategies of diffusion that could enhance the use of the PPSE.

This research is a first step toward gaining a better understanding of the processes that drive people’s motivation to, or not to, protect their privacy online by means of using PPSEs.

The purpose of this paper is to understand how meaning is assigned to online searching by viewing it as a mundane, yet often invisible, activity of everyday life and an integrated part of various social practices.

Searching is investigated with a sociomaterial approach with a starting point in information searching as entangled across practices and material arrangements and as a mundane part of everyday life. In total, 21 focus groups with 127 participants have been carried out. The study focusses particularly on peoples’ experiences and meaning-making and on how these experiences and the making of meaning could be understood in the light of algorithmic shaping.

An often-invisible activity such as searching is made visible with the help of focus group discussions. An understanding of the relationship between searching and everyday life through two interrelated narratives is proposed: a search-ification of everyday life and a mundane-ification of search.

The study broadens the often narrow focus on searching in order to open up for a research-based discussion in information science on the role of online searching in society and everyday life.

Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly changing algorithm in search engine optimization have become major challenges today. Hence, the purpose of this study is to configure integrated online marketing communication for the development of brand image and brand equity for higher educational institutions.

The study is quantitative in nature. A responsive group of 370 students was chosen from different educational institutions in Malaysia via stratified random sampling techniques. Both exploratory and confirmatory factor analyses were used for interpreting the data. To test the derived hypotheses, structural equation modelling was used.

In line with contemporary literature, the study revealed positive relationships between brand image and brand equity, between search engine and brand image and between social media and brand image. The relationship between online display and brand image was not found significant.

Future research can be done considering both online and conventional marketing communications for the same purpose. This approach can also be used for private and public institutions separately, considering their differences in nature.

Because history and tradition are no more a single tool to attain and retain the positive image and customer-based brand equity, this study can help higher educational institutions to configure integrated online communication for their target groups, such as students and industry, in the age of the internet.

This study generates a comprehensive understanding of the impact of Web-based marketing communication to develop brand image and brand equity of higher educational institutions.

The aim of this paper is to examine the phenomenon of search engine optimization (SEO) as a mechanism for improving libraries' digital content findability on the web.

The study applies web analytical tools, such as Alexa.com, in the collection of data about Canadian libraries' visibility performance in the ranking of search engine results. Concepts from the Integrated IS&R Research Framework are applied to analyze SEO as an element within the Framework.

The results show that certain websites' characteristics do have an effect on how well libraries' websites are ranked by search engines. Notably, the reputation of a library's website and the number of its search engine indexed webpages increase its ranking on SERPs as well as the findability of its digital content.

Most of the existing works on SEO have been confined to popular literature, outside of scholarly academic research in library and information science. Only few studies with a focus on libraries' application of SEO exist. No known study has applied an empirical approach to the examination of relevant libraries' website characteristics to determine their visibility performance on search engine result pages (SERPs). This study identified several website characteristics that can be optimized for higher SERP rankings. It also analyzed the impact of external links, as well as that of the number of indexed webpages by search engines on higher SERP rankings.