Evolution of Online Social Networks : A Conceptual Framework

Booming industry recently Online Social Networks company's market success factors and coping strategies for change has focused attention from all walks of life. In particular, Facebook, Twitter and other social networking platform, a leading user experience companies' technological excellence and the main part of the discussion is related to excellence. However, most previous studies of the usefulness or user acceptance of sites, pattern, design excellence, such as the concept of local debate unfold around them. Therefore, the market dynamics of online social network field changes and the future evolution of corporate strategy and does not reflect the same aspects that synthetically has the limit. In this study proposes online social network’s evolutionary path and changed factor from three perspectives of technology, suppliers, and users, and provides implications through examples of existing business cases.


Introduction
Due to the widespread distribution of the smartphone, Online Social Networks (OSNs) have become a global phenomenon (Boyd & Ellison, 2007).An OSN can be defined as a community website which connects people in relationship by sharing useful information, multimedia content, and more with friends or other users.
Recently, a number of OSNs have gained millions of users.In particular, Facebook has been growing increasingly popular among world-wide users since 2004.Other OSNs such as YouTube, Flickr, and LinkedIn facilitate the interaction for individuals and communities who share common interests and activities.According to Nielsen Online's latest research, social networking and blog sites are crucial for online activity.More than two-thirds of the global online population visit and participate in social networks and blogs (Pallis et al., 2011;Nielsen Online Report, 2009).This means that OSNs are likely to be a critical part of personal and commercial online interaction (O'reilly & Battelle, 2009).As time goes by, more sites are launched or closed.Some sites maintain existing social networks, but others fail to retain their members.Researchers suggest that these phenomena are important when studying and forecasting of growth strategies of online business.
However, most perspectives focus on particular aspects, such as the use of the pattern and acceptance model, the marketing strategy, or network economics.Although these themes inform research by drawing from theoretical propositions, most studies are not sufficient to explain and forecast the holistic and complex interactions of players in the OSN industry.
The focus of our research is to describe continuance factors of large OSNs as providing a conceptual evolution framework.In this paper, we suggest an evolution framework for analyzing the intergenerational transition of OSNs.To accomplish this, we first examine the emerging OSN trend by looking at the launching rate data then give an analysis by reviewing related studies.We will then present the evolution framework and apply it to large-scale OSNs.Lastly, we conclude with a statement on the limitation of this study and suggestions for future study.

Timeline of Online Social Networks
To date, meaning of Online Social Networks was defined a variety of views.OSNs are hypermedia text designed as sharing system of photos and materials, commercial.
It is identified as 'virtual community' texts, and their content is opened by proactive users who request to acquire information and communicate between users (Jahnke, 2009).Although various interpretations would be reasonable for analyzing the context of OSN business, most researchers have reached a consensus about 'Link, participation and sharing' (Boyd & Ellison, 2007;Jahnke, 2009).
Since introduced by SixDegrees.com, founded in 1997, the concept of 'OSN' has received more and more attention in business and culture.Some research has identified the original archetype of OSN to be Classmates.comor ICQ Buddy, which exhibit a significant communication model.In an extreme case, Peace/EcoNet, founded in 1987, is regarded as the 'Original Model of OSN' (Cachia et al., 2007).However, some analysts are discovering that the core component of OSN is the convergence between informal and formal relationship patterns.As noted above, 'SixDegrees.com' is seen to be the beginning point of OSNs (Boyd & Ellison, 2007).But during 2000But during -2005, most , most OSNs have closed due to competition and market dynamics.Table 1 shows the rate of OSN launches by year (WIKIPEDIA, 2011).Grono.net, Zoo.gr, aSmallWorld, Taringa!, Cloob, Faces.com, Yelp. 14 2005 Qzone, Bebo, douban, myYearbook, StudiVZ, Renren, Buzznet, MocoSpace, Stickam, TravBuddy.com, Focus.com, Gather.com, Biip.In the above data, we observe three inflection points.(See Figure 1.)Each point is explained by a change or appearance of key technology such as web technology, mobile device, or network infrastructure.
Figure 1.Emergence rate of OSNs Due to the current wide spread of the Internet, expanding the network by being based, user-friendly environment than they were able to communicate with each other, resulting in online social networks (OSN) site can dramatically increase the number of subscribers.Management Information Systems and HCI researchers, including the social sciences this trend "the proliferation of social computing" was often defined as (Cachia et al 2007).OSNs spread of social computing time of the parent generation to the analysis of 200 cycles, such as Figure1 If you can see the changes.Generate the flow of time; depending on the number of OSNs changing phenomenon requires the analysis.
In this study, OSN's first created and then destroyed, and over time, another phenomenon that produces a variety of services, which is repeated, the following explanation for this phenomenon is to evaluate specifically on the topic.
1) Age OSNs are generated according to the flow of factors that affect 2) OSNs generated to maintain the sustainability of the evolutionary factors

Intergenerational Development Force of OSN Business
Much research in the field of Technological Management/Management Information Systems has suggested that Evolution and Path dependent improvement is crucial in OSN business.Technological acceptance cycle and life cycle analysis are typical methods of analyzing the evolution in OSN business.This means either a qualitative or a quantitative approach is appropriate in researching this phenomenon (Jahnke, 2009;Keavney, 1995, Oxendine, 2003).'Web 2.0', suggested by Tim O'Reilly, includes the timely evolution model (Blackshaw & Nazzaro, 2004;O'reilly & Battelle, 2009).In addition, other researchers explore the determining elements of lead or active users as one of the approaches for OSN development.User-centered blog designs and open source concepts have consistently expanded (Okazaki, 2005;Steinfield et al., 2008).Therefore, the system is likely to provide processing of user-centered demands, and establishing the foundation of on-demand search engines or platforms (Nambisan & Baron, 2005;O'reilly & Battelle, 2009).
The introduction of smart devices, stimulated by the development of the iPhone, was a catalyst for 'mobile service business'.This change is identified as 'Web 3.0' which consists of a matured and differentiated system (O'reilly, 2007;O'reilly & Battelle, 2009;Tapscott, 2006).Developmental opportunities in mobile web and ubiquitous systems are classified as 'Smart 3.0', enforcing contingent cognition of environment and M-to-M or M-to-P interaction (Lassila & Handler 2007;Martignoni & Stranoevska-Slabeva, 2007;Tapscott, 2006;Tredinick, 2006).
Through researching such services as augmented reality and social tagging, Martignoni has once suggested the possibility of Web 3.0 which overcomes the physical limitations (Martignoni, 2007).The guidance, feedback and knowledge related with such a pervasive system provide a vehicle for developing a user-specific interface (Bakhouya & Gaber, 2006;Kourouthanasis et al., 2010).Add-on platforms and responsive systems have been integrated in network evolution and tendencies of functionality-based development of devices.In this context, Intergenerational Model Research based on analyzing critical cases in OSN business (Cachia et al., 2007;Cusumano & Gawer, 2002).
With regard to the effects of OSN on a diverse society, socioeconomic research identifies the Platform concept based on the bilateral market business model, which was mainly studied by Industrial Organization and Strategic Management researchers (Baldwin, 2005;Gawer, 2009).Such representative players as Google and Androidplatform-providing networks -control the mechanism of interaction between OSN enterprises by enforcing the dominant logic of Network system (Baldwin et al., 2009;Eisenmann et al., 2006;Lerner et al., 2006).

Technology, User and Supplier, and Industrial Components in OSN Business
In addition to the intergenerational dimension of OSN business, we propose the component-based analysis of OSN business.For example, iPhone and iTunes have created a new market paradigm called 'App Market', representing transactions in the online environment.Firefox, an open source-based web browser, has had an impact on the change in stakeholders within the industry (Baldwin, 2005).Add-on software, provided by the main players in the industry, allows small businesses to access potential customers.Interface/agent-based analysis also support such as positive relations with various change.This is the technological context of the OSN evolution.
Building on this perspective, the user-oriented approach could also be the cornerstone of OSN business research (Cachia et al. 2007;Cusumano & gawer, 2002;Kourouthanasis et al., 2010;Georgiu, 2007).The salience of information acceptance aspects of diversity effects is more likely to be emphasized and thus will be reflected more on the analysis of digital content sharing (music, photo and link-based information) and the service model of the open market.While resistance and competition between web sites, Facebook, Flicker, Myspaces are aligning the Users and enforcing the users to share the contents in various setting by connecting on OSN Sites (Cachia et al., 2007).
However, other findings also propose the service provider-oriented approach.This is effective for analyzing the context of OSN business.Previous studies have focused on the appeal of the open source business model for capturing the intuitive notion that within group rivaly and between group differ in the competition for contents market share (Gnyawali, Fan & Penner, 2010).The crowdsourcing strategy has had an impact on the business in examining the possibility of exploiting the pool of user-based information (Tapscott, 2006;Tredinick, 2006).In this context, the boundary between industries has been expanded by the varied settings in OSN business players.
The literature provides relatively few indications of the nature of the comprehensive interaction between technology, the user, and the supplier.(See Table 2.) We propose the holistic framework for analyzing and forecasting the trend of the OSN industry by extending the previous argument.(See Figure 2.) It seems difficult to conclude that this framework is generalized in overall interpretations.However, by analyzing the strands of time change and structuring the pattern of OSN evolution, we can attempt to come to grips with this puzzling phenomenon which is reminiscent of previous studies.Diversified industrial structure and complex design of system  

Evolution Framework of OSN
This study seeks to focus on the fundamental concept of OSNs, their main developmental factors, and the evolutionary aspect according to the passage of time.Through this, we propose the following as analytical elements: Contents Connectivity, which represents the evolution of the interoperability of services used by OSNs (Armstrong & Wright, 2007), Platform Access, which accounts for the change in service structures (Picard, 1989;Schultz & Orlikowsky, 2004), Information Behavior, which represents the information search methods employed by OSN users (Chang et al., 2010), Social Intention, which represents the change in the methods of managing inter-user relationships (Nambisan & Baron, 2005;Schultz & Orlikowsky, 2004), Service Provision, which represents the evolution of the service infrastructure of businesses (Gawer, 2009), and Business Environment, which represents the change in the operational strategy of businesses (Jeon & Lee, 2007).(SeeTable 3.)

Evolutionary Path and Framework of Online Social Network Business
In this study, we shall distinguish the 1st and 2nd generation centered on Web 2.0, which brought about generation-making changes in the early OSN services.Also, the point from which OSNs became smart device-based shall be defined as the 3rd generation (O'reilly, 2007;O'reilly & Battelle, 2009;Tapscott, 2006).
(See Table 4.) The studies by McKinney et al (2002) and Tarasewich et al (2002) are standard in viewing service interoperability from the technological perspective.Previously, service methods were limited to suppliers mechanically entering information, which the consumer then either purchased or accepted.Yet, with the increase in communication and free connectivity through mobile devices, an open system emerged on account of changes in the supplier-user relationship, and in peer-to-peer sharing.Along a similar line, Boyd & Ellison (2007) suggests that, with the arrival of the ubiquitous environment in which the electronic and the physical spaces come together, ever-connected mobile services are dominant.Eisenman et al (2006) also emphasizes that the supplier-user interaction has become easier with various combinations of different methods such as keywords, tags, and source codes.In terms of the changes in the service structure, conventional Industrial Organization researchers -Picard, Kats, and Shapiro -have proposed an economic model through platform evolution brought on by the network effect and compatibility (Katz & Shaprio, 1994;Picard, 1989).
From the user perspective, O'Reilly's study, which shows that the way users relate to each other has been evolving since the emergence of Web 2.0, is standard (Tapscott, 2006).Whereas fragmented relationships, which amounted to simple information trading, constituted the principal relationship in the Web 1.0 era, network-based interaction becomes dominant in Web 2.0 and after.Information system researchers claim that, if OSNs are limited to establishing friendship between users with similar interests or people who know each other, requirements have recently been proposed for the vitalization of online communities and the expansion of their influence and lifestreams (Ebling et al., 2002;Hays & Hill, 2006).They also see a change in that communities centered on core users understand and accept the social embeddedness of individual constituents.Hays & Hill and Gibson have noted that users have become more diverse in their desire for expression, and Cachia et al (2007) has stated that, with the evolution of the web, the pattern of information acquisition by users has evolved from the initial searching and browsing to publishing and subscribing.Furthermore, there are studies that propose comprehensive marketing strategies capitalizing on the nature of SNS, the crowd funding pattern, and behavior duplication of users (Chang et al., 2010;McKinney et al., 2002;Tarasewich et al., 2002).
From the service provider perspective, Cachia et al ( 2007)'s study can be interpreted in terms of changes in the level of service provision.He suggests that, whereas the web changed from PC-centric to user-centric in the 2nd generation, it has now become data-centric based on the semantic-web in the 3rd generation.Jeon and Lee (2007) have noted that OSN service providers moved on from a competitive relationship in the initial "walled garden" environment to a coalition relationship in an open business environment.

Case Study
As mentioned earlier, each generational feature of the OSN (Online Social Network) service from the 'Evolution Framework' was checked against three (technology, user, supplier) major aspects.In each generation, OSN services come and go.At each point of such creation and extinction, various OSN evolution case scenarios can be observed.First, after the OSN service emerged in the first generation, it was extinguished in the second generation.Second, after the OSN service emerged in the first generation, although it was kept in the second generation, it was extinguished in the third generation.Third, after the OSN service emerged in the second generation, it was extinguished in the third generation.Fourth, after the OSN service emerged in the second generation, it was kept in the third generation.Finally, the OSN service emerged in third generation.(See Figure 3.) Through these case studies, note the cause of the emergence and extinction of OSN in the evolution scenario.People's nostalgia of their past was the foundation for iloveschool's success as a 1st generation OSN service.However, insisting on the previous service methods with only minor changes without adapting to the new trend of reinforcing inter-user relationship through daily activities and the change in user node configuration led to its downfall in the 2nd generation.(See Table 5.) Classmates.com was an alumni community service that started in 1995.Through online school boards, users from the same school could share activities, and friends from the same school could search and connect with each other.It can be considered the first OSN service in the U.S., which once surpassed 40 million members and competed neck-and-neck with Facebook and Myspace.
Users' interest in a community of alumni brought a fervent response in the 1st generation OSN service.When shifting to the 2nd generation OSN service, by introducing various functions and new concepts such as finding friends' friends and showing employment information of the alumni, meeting user needs could be actively sustained.However, when transitioning to the late 2nd generation and the 3rd generation, service declined considerably because Classmates.com did not connect to other services via 'open API' and mobile devices.(SeeTable 6.)In spite of leading the OSN industry by connecting music and artists, Myspace fell behind in the competition in the 3rd generation due to critical problems such as usability decline, an impractical plan of profit, and having too many banners on the page.(See Table 7.)  6.4 Facebook: 2nd G (Success) to 3rd G (Success) In 2004, Facebook began with the alumni community at Harvard University.Since then, its service scope was extended to the alumni communities of the U.S. and Canada and service was made available to the public in 2006.
Based on an open platform service, Facebook ranked #10 in the world on alexa.comand it surpassed 7 billion members in 2011.
In the initial phase, the growth of the Facebook service was a slow process as with other basic OSN services.
After it launched its open platform service in May 2007, an influx of services from third parties and their convergence created a synergy effect.Success of the service in the 2nd generation encouraged the service's positive extension.When shifting to the 3rd generation, accessibility and portability of mobile devices provided new services such as enhanced real-time communication and collective intelligence contents.These features of Facebook led to the 3rd generation of OSN service.(See Table 8.) Foursquare was launched in 2009 and has reached 10 million members based on its mobile positioning service.This service grew rapidly under the alliance of users and businesses.Also, its corporate value was assessed at $1 billion.
Drawing on the portability of mobile devices, this service supported a type of service using location information such as store location, store information, and user reviews.Based on the service concept, it stood out in the 3rd generation OSN service by receiving a 10-million-dollar investment and cooperating with 10 thousand companies including Starbucks and the press.(See Table 9.)

Conclusions
This study has attempted to identify factors which play a role in the sustainability or extinction of OSNs.First, by organizing the top 200 OSNs by the year in which they were created, we have identified those that have continued, and failed, to grow.Second, we have examined the characteristics that distinguish different generations by analyzing the developmental trend of the web.Third, we have identified the core elements by analyzing the components and evolutionary trends of the OSN industry, and, based on these, we have deduced the conceptual evolutionary framework of OSNs, verifying it through case studies by examining the evolutionary scenario of each OSN.
Unlike previous studies, most of whose discussions centered on a localized concept of conventional OSN sites, this study was able to deduce the following points based on the evolutionary framework of OSNs.First, this study can provide a guide for service analysis from a comprehensive perspective by mapping the generational trend and industry components based on the passage of time.Second, business owners can diagnose the current state of their OSN service by applying this study so as to improve the service and sustain the site.Finally, we believe that this study will be highly applicable for planners when they initially design an OSN service, as it can be used to select the parameters by which the basic considerations of the service can be provided and verified.
While the OSN evolutionary framework as proposed by this study can provide a foundation for analysis, assessment, and planning, it is not without limitations.First, the main axis of this framework -the distinction between generations, and the core elements of the industry components -was deduced from the concept of web evolution (Web 1.0, 2.0, and 3.0), which has been an important concept on the web, and by studying various literature.However, additional considerations may be needed depending on the analytical perspective.Second, in the generational distinction of the framework -which can be defined variously as Web 3.0, Mobile Web 2.0, or Smart Web 3.0, depending on the researcher -the 3rd generation is still on-going, unlike the 1st and the 2nd generation,, which have come to a close.Thus, the core elements of the 3rd generation are open to possible changes.
To overcome such limitations, further study is needed to bolster the reliability of each element and component of the framework axis by reflecting the opinions of a variety of experts.Also, to further supplement this study, the functions of individual OSNs that represent the generational elements need to be mapped and quantitatively analyzed so as to provide precise numerical values.
Numerous OSN services are still coming onto, and going off, the scene.One may be able to quickly create a service at the first flash of a brilliant idea, but the reality is that it is difficult to turn it into a sustainable service.
In such an uncertain reality, the OSN framework from an evolutionary perspective as proposed by this study can help determine the direction which the service will take.We believe that this study will play an important role in providing the foundation of future studies.

Figure
Figure 2. Evolution framework for OSN

1)
Figure 3. Evolution path about case study

Table 2 .
Related perspectives

Table 4 .
Result of OSN evolution

Table 5 .
Evolution factor about iloveschool service

Table 6 .
Evolution factor about classmate.comservice Myspace service provided a link between indie musicians and fans since its launch in mid-2003.Its service was very well-received by users and it reached over 100 million members in October 2006 and 76 million user visits per month.Based on these statistics, Myspace topped the ranking of OSN services for a short time.

Table 7 .
Evolution factor about Myspace service

Table 8 .
Evolution factor about facebook service

Table 9 .
Evolution factor about foursquare service