出版社：International Association for Computer Information Systems
摘要：We investigate the use of social media among the collegiate audience. Specifically, we focus on how men and women within that audience use social media to interact with and influence one another. We build upon the research of others, which suggests men and women utilize social media to communicate for different purposes. Our analysis employs quantitative methodology. By conducting and analyzing the results of a survey and targeted Twitter - based messaging campaigns after intentionally adding more photos to t est engagement, we gain deeper understanding of social media usage patterns by gender on a college campus. By creating and analyzing variables such as the Social Media Follower Strength (SMFS), which enumerates how deeply a person is involved with social m edia sites, through a quantitative methodology, we find students most involved on campus are most entrenched in campus social m edia, women prefer photos and men prefer video content. We believe our findings have implications in the arenas of communications , marketing and information - sharing in the increasingly social and digital society
