Social Media and Online Behaviour Among High School and University Students

@inproceedings{75441,
   author = {Klepek, Martin and Kantorová, Kateřina},
   address = {Karviná},
   editor = {Roman Šperka, Petr Suchánek, Jarmila Duháček Šebestová, Radim Dolák, Tomáš Barčák, Radka Bauerová, Šárka Čemerková, Michal Halaška, Radmila Krkošková, Kateřina Matušínská, Jiří Mazurek, Žaneta Rylková, Šárka Zapletalová},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Karviná},
   isbn = {978-80-7510-554-7},
   pages = {94-105},
   publisher = {Silesian University in Opava, School of Business Administration in Karviná},
   title = {Social Media and Online Behaviour Among High School and University Students},
   url = {https://drive.google.com/file/d/14n6MELCypSOHD1Jy9w1Mo8UGixhxRWQH/view?usp=drive_link},
   year = {2023}
}

TY  - JOUR
ID  - 75441
AU  - Klepek, Martin - Kantorová, Kateřina
PY  - 2023
TI  - Social Media and Online Behaviour Among High School and University Students
PB  - Silesian University in Opava, School of Business Administration in Karviná
CY  - Karviná
SN  - 9788075105547
UR  - https://drive.google.com/file/d/14n6MELCypSOHD1Jy9w1Mo8UGixhxRWQH/view?usp=drive_link
N2  - The purpose of this paper is to describe the behavior of young people in the social media environment. The method chosen for data collection was a questionnaire survey on a representative sample of 1,706 valid respondents from Czech Republic. We used chi-square, analysis of variance, and factor analysis to explain relationships in data. Besides social media popularity ranking, our results showed that the more time respondents spend on the internet, the more social media brands they use. We also inspected the applicability of duplication of a purchase law in the social media context. Data showed that popular modes of communication among students include photos and texts followed by a video. Additionally, we found a similar use of social media among students and their parents. Last, with the use of exploratory factor analysis, we concluded that social media varies according to the content users go to it for, which carries implications for marketing communication strategy.
ER  - 

KLEPEK, Martin and Kateřina KANTOROVÁ. \textit{Social Media and Online Behaviour Among High School and University Students}. Online. Karviná: Silesian University in Opava, School of Business Administration in Karviná, 2023, p.~94-105. ISBN~978-80-7510-554-7.