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2013 | OriginalPaper | Buchkapitel

Social Media Involvement Among College Students and General Population: Implications to Media Management

verfasst von : Louisa Ha, Xiao Hu

Erschienen in: Handbook of Social Media Management

Verlag: Springer Berlin Heidelberg

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Abstract

Social media have been becoming one of the hottest topics in the recent years and various media incorporate social media to drive traffic and build customer relationships. This book chapter introduces a new concept—social media involvement—and applied it to our research. Social media involvement refers to the extent to which people indulge in social media. And then, by employing an audience survey in Northwest Ohio, we examined which demographic characteristics can predict social media involvement among college students and general population and compared and contrast the difference in social media content consumption behavior between college students and general population. In addition, we analyzed the media content topic preference in audience with different SNS involvement; and how SNS involvement affect people’s online media use.

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Titel: Social Media Involvement Among College Students and General Population: Implications to Media Management
verfasst von: Louisa Ha
Xiao Hu
Verlag: Springer Berlin Heidelberg
Buch: Handbook of Social Media Management
Print ISBN: 978-3-642-28896-8

Electronic ISBN: 978-3-642-28897-5

Copyright-Jahr: 2013
DOI: https://doi.org/10.1007/978-3-642-28897-5_44