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Full-Text Articles in Social and Behavioral Sciences
Digital Divide In Social Media Prosumption: Proclivity, Production Intensity, And Prosumer Typology Among College Students And General Population, Louisa Ha, Gi Woong Yun
Digital Divide In Social Media Prosumption: Proclivity, Production Intensity, And Prosumer Typology Among College Students And General Population, Louisa Ha, Gi Woong Yun
School of Media and Communication Faculty Publications
This paper examines the digital divide in social media prosumption. It compares college students’ and general population’s prosumption behavior in social media and proposes a set of measures of prosumption in online media settings with special emphasis on social media including prosumption proclivity, production intensity, and a prosumption index which can be used in future studies on social media and other usergenerated content sites. We classified prosumption behavior in a quadrant of four main types along the two dimensions of production and consumption. A polarized trend of prosumption was observed. Prosumption proclivity is a much stronger facilitator of social media …
Who Are Fans Of Facebook Fan Pages? An Electronic Word-Of-Mouth Communication Perspective, Xiao Hu, Louisa Ha, Simeng Mo, Ying Xu
Who Are Fans Of Facebook Fan Pages? An Electronic Word-Of-Mouth Communication Perspective, Xiao Hu, Louisa Ha, Simeng Mo, Ying Xu
School of Media and Communication Faculty Publications
Given its great business value and popularity, Facebook fan pages have attracted more and more attention in both industry and academia. Fans of Facebook fan pages play an important role in electronic word-of-mouth (eWOM) communication. This study focused on the population of fans on Facebook fan pages and examined the differences between fans and non-fans in terms of demographics, social network sites (SNS) use, Internet use, and online shopping behaviors. The results indicated that fans used SNS more frequently than non-fans. Additionally, from the eWOM perspective, the researchers moderated product types in the model of people’s word-of-mouth (WOM) preferences and …