文章基本信息

标题：WHAT MAKES THEM CLICK: GENDER, SOCIAL MEDIA & THE COLLEGE AUDIENCE
本地全文：下载
作者：Michaela Saunders ; Keval Shah ; Zachary Smith 等
期刊名称：Issues in Information Systems
印刷版ISSN：1529-7314
出版年度：2015
卷号：16
期号：1
页码：170-179
出版社：International Association for Computer Information Systems
摘要：We investigate the use of social media among the collegiate audience. Specifically, we focus on how men and women within that audience use social media to interact with and influence one another. We build upon the research of others, which suggests men and women utilize social media to communicate for different purposes. Our analysis employs quantitative methodology. By conducting and analyzing the results of a survey and targeted Twitter - based messaging campaigns after intentionally adding more photos to t est engagement, we gain deeper understanding of social media usage patterns by gender on a college campus. By creating and analyzing variables such as the Social Media Follower Strength (SMFS), which enumerates how deeply a person is involved with social m edia sites, through a quantitative methodology, we find students most involved on campus are most entrenched in campus social m edia, women prefer photos and men prefer video content. We believe our findings have implications in the arenas of communications , marketing and information - sharing in the increasingly social and digital society
关键词：Social Media; Gender; Communication; Technolog