A COMPARISON OF USER PERCEPTIONS AND FREQUENCY OF USE OF SOCIAL MEDIA TO USE OF SOCIAL MEDIA

Brad Sago

International Journal of Management and Marketing Research, 2015, vol. 8, issue 1, 15-29

Abstract: Social media has increasingly become a place consumers go to for interpersonal communication, information gathering and sharing, and recreation. Understanding social media user perceptions in relation to how they use social media can benefit marketers in developing social media strategies and content, as well as selecting the specific social media networks to use. This research examined user perceptions and frequency of use of social media in relation to the uses of selected social media – Facebook, Twitter, and Pinterest – among undergraduate university students 18 to 23 years old. The findings indicate the importance of frequency of use, perceived usefulness and enjoyment, and showed a relevant though lesser role of enjoyment on the uses of social media

Keywords: Social Media; Perceived Ease of Use; Perceived Usefulness; Frequency of Use; Enjoyment (search for similar items in EconPapers)
JEL-codes: M31 M38 (search for similar items in EconPapers)
Date: 2015
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