Title page for ETD etd-03172010-135647


Document Type Master's Dissertation
Author Allen, Robert Garth
URN etd-03172010-135647
Document Title Factors influencing the usage of social networking websites amongst young, professional South Africans
Degree MBA
Department Gordon Institute of Business Science
Supervisor
Advisor Name Title
Mr M Goldman Supervisor
Keywords
  • social networks
Date 2010-03-17
Availability unrestricted
Abstract

This study examines three factors identified as potentially influencing the usage of Social Networking Sites (SNSís) amongst young, professional South Africans. The three factors identified were Age, gender and Access to Technology. The propositions on which this research is based are that the men in the sample would make more use of SNSís than the women would, that usage of SNSís would drop off with age and that having access to technology would not influence the usage of SNSís.

A sample of 271 people was invited to participate in the research. The research instrument was a web-based questionnaire which had to be accessed online in order to complete it. The questionnaire rendered a sample of 98 usable responses, of which 31 were women and 67 were men. The results were collated into a spreadsheet and analysed to generate the results of the survey.

A significant finding of this research is that 78% of make use of SNSís, a higher proportion than the literature studies suggested would be that case. It was found that, contrary to expectations, women make more use of SNSís than men do, although men utilise them more than women do for work related activities, that usage decreases with age, although it does become more work related as the respondents age, and that having access to technology is a strong indicator of SNS usage, but is not a defining characteristic.

Copyright © 2008, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.

Please cite as follows:

Allen, RG 2008, Factors influencing the usage of social networking websites amongst young, professional South Africans, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03172010-135647/ >

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