Profiling Social Media Usage and Trolling Incidence: A Gender Examination of Undergraduate Business Students

Carl J. Case (), Darwin L. King () and Julie A. Case ()
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Carl J. Case: St. Bonaventure University
Darwin L. King: St. Bonaventure University
Julie A. Case: St. Bonaventure University

No 9912185, Proceedings of International Academic Conferences from International Institute of Social and Economic Sciences

Abstract: While social media participation continues to reach unprecedented levels, so has the incidence of online hate and harassment, also known as trolling. Because undergraduate business students will be the future users and managers of social media, this study was undertaken to empirically examine social media participation and trolling incidence by gender. Results demonstrate that although there are more than a dozen social media sites, undergraduates primarily use five sites. When comparing gender, females spent more minutes per day and had a higher subscription per site on nearly all study sites than males. In terms of trolling, while both genders received nearly the same volume of trolls per person, a larger percentage of males versus females were trolled in nearly all the study sites. Overall, findings suggest that gender is a factor both with respect to social media participation and trolling incidence.

Keywords: Trolling; Social Media Usage; Empirical Study; Online Behavior; Gender; Business Students (search for similar items in EconPapers)
Pages: 14 pages
Date: 2019-10
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in Proceedings of the Proceedings of the 52nd International Academic Conference, Barcelona, Oct 2019, pages 53-66

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Persistent link: https://EconPapers.repec.org/RePEc:sek:iacpro:9912185

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