Association of Marketing Theory and Practice Proceedings 2011
 

Title

Acceptance and Rejection of Social Media by the Digital Native College Student

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date

2011

Abstract

Documentation of the infusion of social media into our daily lives is profuse. Digital media speeds down the superhighway and has emerged as the popular leader in communication mechanisms for the new decade and new generations. Condemnation and accolades of its power to dominate and transform participants is rampant. The ability to influence and change perspectives has been touted to surpass the revolutionary force of television in the 50’s. Current college students have never lived in a world without the technological capabilities of global communication, instantaneous information, or interactive, user generated platforms 24/7. This research explored the phenomena of social media and its acceptance and rejection by university students. During the exploration of this media gender emerged as a distinctive variable in the type and use of social media by digital native college students.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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