FACEBOOK COMMUNITY AND ITS COMMUNICATION HABITS
FACEBOOK COMMUNITY AND ITS COMMUNICATION HABITS
Author(s): Zora Hudíková, Marián TarSubject(s): Social Sciences, Psychology, Media studies, Communication studies, Sociology, Theory of Communication, Individual Psychology, Social psychology and group interaction, Behaviorism, Social Theory, Social Informatics, Globalization
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Communication in online environment; Facebook; Generation X; Generation Y; Generation Z; Social networks; Users´ behavior;
Summary/Abstract: Social network Facebook belongs to the most visited websites in the world, and in Slovakia it is used as a dominant communication tool of the online environment. By its users it is used in different ways and for different purposes – for making acquaintances, collecting and processing information, everyday communication, fostering relationships, self-presenting, playing games, or for communication with brands as well as with mass media. To understand the differences in behavior that various generations show on FB is crucial in order to set an effective communication, forms of content or the overall form of communication in online environment, or to reduce it if it does not play any important role in the process of obtaining information for a particular generation. Findings about differences in behavior are key for media workers and marketers to adjust the communication in a way that is effective with targeted groups. This study presents the findings based on the analysis of researched differences in behavior of the Generations X, Y and Z they show on FB.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/2
- Page Range: 385-398
- Page Count: 14
- Language: English