Investigating the Generation- and Gender-Dependent Differences in Social Media Use: A Cross-Cultural Study in Germany, Poland and South Africa

Fietkiewicz, Kaja J.; Lins, Elmar; Budree, Adheesh

doi:10.1007/978-3-319-91485-5_14

Cited by 7 publications

(5 citation statements)

References 35 publications

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“…Moreover, women found large numbers of positive comments important and motivating. Fietkiewicz et al [55] found that younger generations tend to search for new social platforms and more readily depart from popular ones, such as Facebook or Twitter. It was confirmed by Zdonek and Król [4], who also pointed out certain trends among young SM users from Poland to search for new SM and leave those platforms that are well established, such as Facebook.…”

Section: Discussionmentioning

confidence: 99%

“…Younger generations tend to search for new social platforms and increasingly abandon established ones, such as Facebook and Twitter. Moreover, research by Fietkiewicz et al [55] confirmed generational changes that favour platforms dedicated to mobile devices. Kot et al [9] studied whether consumers in Slovakia and Poland based their purchases on information from SM.…”

Section: Social Media In Polandmentioning

confidence: 93%

“…Another research pointed out that the most common drivers of social media use for Internet users in Poland were immediate needs, often of pragmatic nature, such as rapid communication and exchange of information and social needs [4]. Fietkiewicz et al [55] conducted an intercultural study in Germany, Poland and South Africa (Investigating the generation-and gender-dependent differences in social media use: a cross-cultural study in Germany, Poland and South Africa). The researchers found out that users in Poland used content from YouTube and Instagram differently than others.…”

Section: Social Media In Polandmentioning

confidence: 99%

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Most Often Motivated by Social Media: The Who, the What, and the How Much—Experience from Poland

Król

Zdonek

2021

Sustainability

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Content published in social media (SM) can be motivating. It can induce action, stimulate demand, and shape opinions. On the other hand, it can demotivate, cause helplessness, or overwhelm with information. Still, the impact of SM is not always the same. The paper aims to analyse the relations between sex, personality, and the way social media is used and motivation to take specific actions. The conclusions are founded on a survey (n = 462). The data were analysed with statistical methods. The study revealed that the use of SM has a significant impact on the motivation to act. Browsing through descriptions and photographs of various achievements posted by others in SM increased the intrinsic motivation of the respondents. Positive comments and emojis had a similar effect. Moreover, women and extraverts noted a significantly greater impact of SM on their intrinsic motivation concerning health and beauty effort, travel, hobby, and public expression of opinions than men and introverts. The results can be useful to recruiters. Extravert women that are open to cooperation, thorough, and well-organised are more likely to be active in SM.

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Section: Discussionmentioning

confidence: 99%

Section: Social Media In Polandmentioning

confidence: 93%

Section: Social Media In Polandmentioning

confidence: 99%

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Most Often Motivated by Social Media: The Who, the What, and the How Much—Experience from Poland

Król

Zdonek

2021

Sustainability

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“…Analyzing the motives of generations and genders is crucial since people use social media differently depending on their age and gender. Studies show that generations as well as male and female users have different motivations to apply social media [38,39], so the research should be expanded on to SLSSs as well. Since the users exhibit different motives, the investigation on what motives they explicitly have to use SLSSs should be conducted as well.…”

Section: Methodsmentioning

confidence: 99%

What Drives Streamers? Users’ Characteristics and Motivations on Social Live Streaming Services

Zimmer¹,

Scheibe²

2019

Proceedings of the Annual Hawaii International Conference on System Sciences

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With platforms such as YouNow, Periscope and Ustream, a new type of social networking services (SNSs) became popular, namely general social live streaming services (SLSSs). SLSSs combine Live-TV and social media, leading to video-based social computing. In the empi rical part of the paper, we are going to answer three research questions: (1) What are the motivations of the streamers? (2) Is there a relation between motivations and streamed contents? (3) Do gender-specific and generational differences in motivation exist? As research methods, we worked with the systematic observations and content analysis of live online videos (N = 7,667).

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“…As the evidence suggests, young users in the Generation Y and Z categories are the primary users of these platforms. They spend a considerable amount of time on these sites, with the global average user spending about 145 min per day on SM sites (Fietkiewicz et al ., 2018; Statista, 2021). The convergence of consumers on SM platforms has necessitated businesses of all forms and sizes to follow suit, promoting and communicating their offerings there.…”

Section: Introductionmentioning

confidence: 99%

Social media insights for non-luxury fashion SMEs in emerging markets: evidence from young consumers

Senanu

Anning-Dorson

Tackie

2023

JFMM

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PurposeThe study investigates the factors that influence young consumers (Gen Zs and Ys) in emerging markets to engage fashion ads of non-luxury fashion retail small- to medium-size enterprises (SMEs) on social media. Through a desk assessment of practice and the phenomenon's available evidence in the extant literature, four main drivers were delineated, reviewed and subsequently tested to influence young consumers' behavioural engagements of emerging markets' fashion SMEs' social media contents.Design/methodology/approachA non-probability sample of 1,150 respondents (Gen Y and Z combined) in Ghana, an emerging market, formed the sample for the study. The respondents assessed four empirically identified antecedents (sales campaigns, relevant sales-related information, catchy and inspiring product/brand photo/video and consumer-generated contents) that are likely to influence their behavioural engagement on social media platforms (Instagram, Facebook, WhatsApp and Twitter). SmartPLS (version 3.3.3) was employed to perform partial least square structural equation modelling.FindingsThe results showed that to engage fashion-related ads, particularly from non-luxury fashion SMEs, young consumers consider sales campaigns, cues from consumer-generated contents, as well as quality and inspiring videos and photos. Less attention is given to relevant sales-related information.Practical implicationsThe three significant drivers of engagement found in the current study provide managerial knowledge for non-luxury fashion SMEs in emerging markets. Videos and still pictures must be of high definition and quality. Short and long promotional campaigns may drive positive behavioural engagements. Interactivity between fashion SMEs and young consumers is encouraged as it precipitates the positive engagement behaviours enabled by social media. The study concludes with actionable recommendations for the non-luxury fashion SME sector in emerging economies.Originality/valueThe study is the first of its kind to ascertain what drives young consumers' engagement with non-luxury fashion SMEs on social media. It provides managerial insights and guidance to SMEs in emerging markets on effective social media fashion retailing targeted mainly at digital natives, the dominant generational cohorts on social media in most emerging economies.

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Investigating the Generation- and Gender-Dependent Differences in Social Media Use: A Cross-Cultural Study in Germany, Poland and South Africa

Cited by 7 publications

References 35 publications

Most Often Motivated by Social Media: The Who, the What, and the How Much—Experience from Poland

Most Often Motivated by Social Media: The Who, the What, and the How Much—Experience from Poland

What Drives Streamers? Users’ Characteristics and Motivations on Social Live Streaming Services

Social media insights for non-luxury fashion SMEs in emerging markets: evidence from young consumers

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