Wiese, MelanieVan Heerden, GeneMaree, Tania2017-11-302017-11-302017-01Wiese, 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. 36-61.1936-0282 (online)http://hdl.handle.net/2263/63397Social 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.enThis 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.Facebook behaviorInformation technology (IT)Generation YEngagementSocial mediaAdvertisingCommunicatingSocial networking sitesArticle