(1) SNSs could be “born” fast and then rapidly “die” (Boyd and Ellison, 2007). An SNS
could accumulate a large number of users overnight, but then loses its users because of the lack
of cohesions with members or the emergence of new rivalry SNSs. None of ever-popular SNSs
(e.g., Friendster, MySpace) were able to avoid the vicious development pattern. Friendster was
dominating the online social service market in the late 1990s and early 2000s. However, the Web
site experienced a serious user loss after a short 5-year rapid development. Currently, the Web
site is no longer the user’s primary choice for online social networking activities. Myspace,
substituting Friendster, was able to break two records of the SNS industry in its early
development stage: it was the most visited Web site in the U.S. and it was also the most valuable
SNS after it was sold to the News Corporation for $500 million. However, the Web site has been