Date of Award

2012

Degree Name

Communication Studies

College

College of Liberal Arts

Type of Degree

M.A.

Document Type

Thesis

First Advisor

Stephen D. Cooper

Second Advisor

Barbara J. Tarter

Third Advisor

Cynthia B. Torppa

Abstract

This research study examines the effect of social media, particularly Facebook and Twitter, on the purchasing habits of college students by testing for correlations between recommendations on social media and consumption patterns. Moreover, the research also examines the role of gender and social media usage frequency on consumption patterns. Findings revealed that both Facebook and Twitter are being used to obtain sales information and promotions. Furthermore, gender has an impact on both social networking sites. Additionally, this study found the higher the frequency of social media usage the more likely customers are to shop at the businesses they have befriended.

Subject(s)

Marketing - Social networks.

Social networks.