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.
Recommended Citation
Thoene, Whitney Sue, "The Impact of Social Networking Sites on College Students' Consumption Patterns" (2012). Theses, Dissertations and Capstones. 245.
https://mds.marshall.edu/etd/245
Included in
Advertising and Promotion Management Commons, Marketing Commons, Public Relations and Advertising Commons, Technology and Innovation Commons
