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Dynamite In Small Packages: The Engaged Elite As An Facebook Emerging Niche Market, Melanie Wiese, Gene Van Heerden, Tania Maree
Dynamite In Small Packages: The Engaged Elite As An Facebook Emerging Niche Market, Melanie Wiese, Gene Van Heerden, Tania Maree
The African Journal of Information Systems
Social networking sites, such as Facebook, have gained immense popularity as communication platform. Generation Y’ers have a strong need to engage and connect – both digitally, and in person. This paper examines the Facebook behaviour of Generation Y by means of a self-administered, campus-intercept survey of 383 university students. The purpose of this paper is to determine whether various clusters of Generation Y Facebook-users could be identified on the basis of their Facebook behaviour and usage. All multi-item constructs were subjected to an exploratory-factor analysis and a two-Step Cluster analysis. Three clusters, labeled ‘Engaged Elite’, ‘Neutral Masses’ and ‘Facebook Floaters’ …