Abstract
Social media usage is ubiquitous among all age groups. The purpose and needs may vary with age and environment. It is general observations that youngsters use Snapchat and Instagram more frequently and working professionals use LinkedIn or Twitter. The theory of user and gratification defines the uses of different media and reasons for consumption. Individuals now tilted more towards hedonic activities like enjoyment and relaxation and find digital platform more convenient to satisfy their psychological and social needs. The usage of inbound and outbound active platforms like Facebook, WhatsApp, Instagram and Twitter is increasing as compared to passive media like television and radio.
This study is an attempt to identify the uses and gratifications found by youngsters and others by using social networking sites? A preliminary review of the literature was done to understand the usage pattern of social media and identifying why individuals spend reasonable time on social media platforms. Well, ahead a questionnaire is formed to collect data on the usage pattern of individuals.
The analysis discloses that age does not have any significant role in the usage pattern of various social media platforms. It means all individuals use social media platforms for similar purposes. Even there is no association between age and influence of social media on the purchase decision. Although age influences preference of combination of social media platforms. This study shall be useful for online marketers to design their online promotion strategy. This will also be useful for digital marketing agencies to target the right social media platform for specific brand-related activities.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Barker, V.: A generational comparison of social networking site use: the influence of age and social identity. Int. J. Aging Hum. Dev. 74(2), 163–187 (2012)
Berger, P.D., Pooja, M., Black Jennifer, E., Jiangmei, C., Weinberg Bruce, D.: The Impact of Social Media Usage on Consumer Buying Behavior. Adv. Manage 5(1) (2012)
Xie, B., Watkins, I., Golbeck, J., Huang, M.: Understanding and changing older adults’ perceptions and learning of social media. Educ. Gerontol. 38(4), 282–296 (2012). https://doi.org/10.1080/03601277.2010.544580
Bolton, R., et al.: Understanding generation Y and their use of social media: a review and research agenda. J. Serv. Manage. 24(3), 245–267 (2013)
Boyd, D.M., Ellison, N.B.: Social network sites: definition, history, and scholarship. J. Comput.-Mediat. Commun. 13(1), 210–230 (2007)
Brooks, S.: Does personal social media usage affect efficiency and well-being? Comput. Hum. Behav. 46, 26–37 (2015)
Colliander, J., Dahlén, M.: Following the fashionable friend: the power of social media: weighing publicity effectiveness of blogs versus online magazines. J. Advert. Res. 51(1), 313–320 (2011)
Dhaha, I.S.Y., Igale, A.B.: Facebook usage among Somali youth: a test of uses and gratifications approach. Int. J. Hum. Soc. Sci. 3(3), 299–313 (2013)
Diwanji sanika (2020). https://www.statista.com/topics/5113/social-media-usage-in-india/
Dolan, R., Conduit, J., Fahy, J., Goodman, S.: Social media engagement behaviour: a uses and gratifications perspective. J. Strategic Mark. 24(3–4), 261–277 (2016). https://doi.org/10.1080/0965254X.2015.1095222
Duggan, M., Brenner, J.: The demographics of social media users, 2012, vol. 14. Pew Research Center’s Internet & American Life Project, Washington, DC (2013)
Eighmey, J., McCord, L.: Adding value in the information age: uses and gratifications of sites on the World Wide Web. J. Bus. Res. 41(3), 187–194 (1998)
Haddon, L.: Social media and youth. In: The International Encyclopedia of Digital Communication and Society, pp. 1–9 (2015)
Knight-McCord, J., et al.: What social media sites do college students use most. J. Undergr. Ethnic Minor. Psychol. 2(21), 21–26 (2016)
Ko, H., Cho, C.H., Roberts, M.S.: Internet uses and gratifications: a structural equation model of interactive advertising. J. Advert. 34(2), 57–70 (2005)
Malik, A., Dhir, A., Nieminen, M.: Uses and Gratifications of digital photo sharing on Facebook. Telemat. Inf. 33(1), 129–138 (2016). https://doi.org/10.1016/j.tele.2015.06.009
Papacharissi, Z., Rubin, A.M.: Predictors of internet use. J. Broadcast. Electron. Media 44(2), 175–196 (2000)
Perrin, A.: Social media usage, pp. 52–68. Pew Research Center (2015)
Weaver Lariscy, R., Tinkham, S.F., Sweetser, K.D.: Kids these days: examining differences in political uses and gratifications, Internet political participation, political information efficacy, and cynicism on the basis of age. Am. Behav. Sci. 55(6), 749–764 (2011)
Whiting, A., Williams, D.: Why people use social media: a uses and gratifications approach. Qual. Mark. Res.: Int. J. 16(4), 362–369 (2013). https://doi.org/10.1108/qmr-06-2013-0041
Urista, M.A., Dong, Q., Day, K.D.: Explaining why young adults use MySpace and Facebook through uses and gratifications theory. Hum. Commun. 12(2), 215–229 (2009)
Valenzuela, S., Park, N., Kee, K.F.: Is there social capital in a social network site?: Facebook use and college students’ life satisfaction, trust, and participation. J. Comput.-Mediat. Commun. 14(4), 875–901 (2009)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2020 IFIP International Federation for Information Processing
About this paper
Cite this paper
Parihar, S.S., Rai, P. (2020). Social Media Uses Among Youths and Matured Person. In: Sharma, S.K., Dwivedi, Y.K., Metri, B., Rana, N.P. (eds) Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation. TDIT 2020. IFIP Advances in Information and Communication Technology, vol 618. Springer, Cham. https://doi.org/10.1007/978-3-030-64861-9_37
Download citation
DOI: https://doi.org/10.1007/978-3-030-64861-9_37
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-64860-2
Online ISBN: 978-3-030-64861-9
eBook Packages: Computer ScienceComputer Science (R0)
