Types of Users and their Activities in Social Media and their Possibilities to Engage in Activities

Kamila Słupińska ()
Additional contact information
Kamila Słupińska: University of Szczecin

Journal of Emerging Trends in Marketing and Management, 2019, vol. 1, issue 1, 72-82

Abstract: The aim of social media is to improve communication between people, as well as between companies and potential customers. The extent to which certain activities will be shown by social networks depends on factors related to their behavior, as well as preferences in terms of the way in which they are shown. The author decided to examine to what extent a group of young adults using social media channels would be willing to share their knowledge - information and skills. In order to be able to make the above assessment, the author has previously analyzed the divisions of social media user types adopted in literature and online publications on the basis of the research conducted by the author. The author in the article discusses what type of users we are dealing with nowadays in social media, and then to what extent their various activities can be used in the process of acquiring, sharing knowledge, engaging them in research and project processes, etc. In order to assess to what extent social media would allow the indicated actions, the author conducted quantitative research among young adults on a sample of 362 users. The research aimed to assess the possibility of engaging this population through social media. According to numerous reports indicated in the publication, the selected respondents are the most numerous users of social media and are therefore the most appropriate reference group for the analysed topic. The research included: 1) analysis of the level of users' activity, 2) determination of the types of users in terms of behaviour and 3) analysis of the activities they perform in various social media channels. As the research has shown, the type of user and the level of his/her involvement affects the possibilities of this involvement in various activities carried out through various social media channels. The conducted and presented research results constitute a contribution to the concept developed by the authors on the basis of the conducted research project.

Keywords: social media; communication channel; customer; knowledge acquisition; typology of social media users. (search for similar items in EconPapers)
JEL-codes: M31 O32 (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.etimm.ase.ro/RePEc/aes/jetimm/2019/ETIMM_V01_2019_60.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2019:i:1:p:72-82

Access Statistics for this article

More articles in Journal of Emerging Trends in Marketing and Management from The Bucharest University of Economic Studies Contact information at EDIRC.
Bibliographic data for series maintained by Lucian Onisor ().