iStock Value Capturing and Role Playing in Social Networking Sites ENAS AL-LOZI, MUTAZ M. AL-DEBEI, AND ANAS ALOUDAT Digital Object Identifier 10.1109/MTS.2014.2301853 Date of publication: 10 March 2014 66 | 1932-4529/14/$31.00©2014IEEE IEEE TECHNOLOGY AND SOCIETY MAGAZINE | SprING 2014