Dynamite in small packages : the engaged elite as an Facebook emerging niche market
dc.contributor.author | Wiese, Melanie | |
dc.contributor.author | Van Heerden, Gene | |
dc.contributor.author | Maree, Tania | |
dc.contributor.email | melanie.wiese@up.ac.za | en_ZA |
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 |