- Title
- Social media usage amongst generation y in South Africa – does gender matter?
- Creator
- Mayiya, S., Roberts-Lombard, M., Jaiyeoba, Olumide
- Subject
- Social Media, Social media usage, Behaviour
- Date
- 2017
- Type
- Conference proceedings
- Identifier
- http://hdl.handle.net/10210/254886
- Identifier
- uj:26699
- Identifier
- Citation: Mayiya, S., Roberts-Lombard, M. & Jaiyeoba, O. 2017. Social media usage amongst generation y in South Africa – does gender matter?
- Description
- Abstract: Social media has become one of the most popular tools for social interaction, and has transformed how individuals socialise, seek and share information with each other. Despite the widespread usage of social media in South Africa, there is a lack of empirical research studies that crystallise the differences in usage of social media by men and women, and of the relationship between social media usage and behaviour. The purpose of the study was to establish the differences between how men and women use social media and if there are any differences in their behaviour on social platforms. The sample consisted of 1 176 individuals who have used a social media account within the last six months, and interviews were conducted via a self-administered questionnaire. The results indicate that most of the respondents had been on their preferred social media platform for five years or more, are of Generation Y, have a university degree, and were single and living alone. The results demonstrate that there are no statistically significant differences in the usage and behaviour of social media networking sites of men and women. Marketers therefore need to invest in developing and maintaining a presence on social media if they want to develop a loyal following amongst Generation Y. Social media can therefore be leveraged by marketers to disseminate information about new products or products that existing customers had not considered buying at the time of social media interaction.
- Language
- English
- Rights
- ©2017, authors
- Full Text
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