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Home > CIIMA > Vol. 10 (2010) > Iss. 3

 

Communications of the IIMA

Abstract

This study focused on digital media dependency, relational orientation, and demographic variables as potential factors that were relevant to the usage of social networking websites (e.g., MySpace and Facebook) among college students. A total of 258 (101 male and 157 female) students completed the questionnaire that contains the measures of digital media dependency, relational orientation, social networking media usage, and demographic characteristics. The respondents also indicated specific types of things that they disclose (post) on their social media websites. The results showed that relational orientation is positively correlated with the disclosure (posting) of family photos, friends’ photos, and travel photos and that White students are more likely than others to disclose their gender and favorite things (likes/dislikes) and post their own photos and travel photos. Regression analysis revealed that age is a significant, negative indicator of social media usage, whereas digital media dependency and overall computer usage are significant, positive predictors for the dependent measure. That is, the younger the student and the greater the levels of digital media dependency and overall computer usage, the greater the level of involvement in social networking websites

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