Dynamite in small packages : the engaged elite as an Facebook emerging niche market

dc.contributor.authorWiese, Melanie
dc.contributor.authorVan Heerden, Gene
dc.contributor.authorMaree, Tania
dc.contributor.emailmelanie.wiese@up.ac.zaen_ZA
dc.date.accessioned2017-11-30T09:28:54Z
dc.date.available2017-11-30T09:28:54Z
dc.date.issued2017-01
dc.description.abstractSocial 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.departmentMarketing Managementen_ZA
dc.description.librarianam2017en_ZA
dc.description.sponsorshipThe National Research Foundation (NRF)en_ZA
dc.description.urihttp://www.ajisonline.comen_ZA
dc.identifier.citationWiese, 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.issn1936-0282 (online)
dc.identifier.urihttp://hdl.handle.net/2263/63397
dc.language.isoenen_ZA
dc.publisherInternational Center for Information Technology and Developmenten_ZA
dc.rightsThis 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.subjectFacebook behavioren_ZA
dc.subjectInformation technology (IT)en_ZA
dc.subjectGeneration Yen_ZA
dc.subjectEngagementen_ZA
dc.subjectSocial mediaen_ZA
dc.subjectAdvertisingen_ZA
dc.subjectCommunicatingen_ZA
dc.subjectSocial networking sitesen_ZA
dc.titleDynamite in small packages : the engaged elite as an Facebook emerging niche marketen_ZA
dc.typeArticleen_ZA

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