dc.contributor.author |
Wiese, Melanie
|
|
dc.contributor.author |
Van Heerden, Gene
|
|
dc.contributor.author |
Maree, Tania
|
|
dc.date.accessioned |
2017-11-30T09:28:54Z |
|
dc.date.available |
2017-11-30T09:28:54Z |
|
dc.date.issued |
2017-01 |
|
dc.description.abstract |
Social networking sites, such as Facebook, have gained immense popularity as communication
platforms and as advertising tools. Generation Yers have a strong need to engage with others and make
connections-digitally and in person. This paper examines the Facebook behavior of Generation Y by
means of a self-administered survey of 383 university students. The purpose of this research was to
determine whether clusters of Generation Y Facebook users could be identified on the basis of their
Facebook behavior and usage. All multi-item constructs were subjected to an exploratory factor analysis
and a two-step cluster analysis. Three clusters emerged: “Engaged Elite,” “Neutral Masses,” and
‘Facebook Floaters.” The results indicate that Facebook remains a feasible channel to initiate and
engage in a number of marketing activities. However, the focus should not be on ‘pushing’ content and
information, but rather on engaging the users__and to facilitate sharing between users across their
networks. |
en_ZA |
dc.description.department |
Marketing Management |
en_ZA |
dc.description.librarian |
am2017 |
en_ZA |
dc.description.sponsorship |
The National Research Foundation (NRF) |
en_ZA |
dc.description.uri |
http://www.ajisonline.com |
en_ZA |
dc.identifier.citation |
Wiese, M., Van Heerden, G. & Maree, T. 2017, 'Dynamite in small packages : the engaged elite as an Facebook emerging niche market', African Journal of Information Systems, vol. 9, no. 1, pp. 36-61. |
en_ZA |
dc.identifier.issn |
1936-0282 (online) |
|
dc.identifier.uri |
http://hdl.handle.net/2263/63397 |
|
dc.language.iso |
en |
en_ZA |
dc.publisher |
International Center for Information Technology and Development |
en_ZA |
dc.rights |
This Article is brought to you for free and open access by DigitalCommons@Kennesaw State University. It has been accepted for
inclusion in The African Journal of Information Systems by an authorized administrator of DigitalCommons@Kennesaw State University. |
en_ZA |
dc.subject |
Facebook behavior |
en_ZA |
dc.subject |
Information technology (IT) |
en_ZA |
dc.subject |
Generation Y |
en_ZA |
dc.subject |
Engagement |
en_ZA |
dc.subject |
Social media |
en_ZA |
dc.subject |
Advertising |
en_ZA |
dc.subject |
Communicating |
en_ZA |
dc.subject |
Social networking sites |
en_ZA |
dc.title |
Dynamite in small packages : the engaged elite as an Facebook emerging niche market |
en_ZA |
dc.type |
Article |
en_ZA |