Grouping University Students According to Their Social Media Usage Behaviours

Year 2017, , 5 - 29, 30.12.2017

Müge Özlü Selma Kalyoncuoğlu

https://doi.org/10.5505/iuyd.2017.97269

Cited By: 2

Abstract

This study aims to reveal activities which undergraduate
students studying at Faculties of Economics and
Administrative Sciences in Turkey perform on social media
based on their social media usage behaviours and
motivations, and to investigate whether different clusters
are formed in realization of activities which emerge as a
result of factor structure. Within this framework,
Exploratory Factor Analysis and K-means Cluster
Analysis were applied to final 995 respondents’ data which
were collected from undergraduate students at the Faculty
of Economics and Administrative Sciences of Gazi
University through face-to-face survey method. As a result
of analyses, it was found that undergraduate students were
divided into six different clusters in terms of their social
media platforms usage behaviours in accordance with the
scale used in the study which measures social media user
behaviours, and these clusters had their unique
characteristics. Within this respect, clusters were titled as
“Movers and Shakers”, “Game Lovers”, “Abstainers”,
“Followers”, “Sharers” and “Socializers”

Keywords

Social Media, Social media usage behaviour, Social media usage motivations, Cluster analysis

Üniversite öğrencilerinin sosyal medya kullanım davranışlarına göre gruplandırılması

Abstract

Bu çalışmada Türkiye’deki İİBF’lerde okuyan üniversite
öğrencilerinin sosyal medya kullanım davranışlarına ve
motivasyonlarına göre sosyal medyada gerçekleştirdikleri
faaliyetleri tespit etmek ve faktör yapısı altında ortaya
çıkan faaliyetleri gerçekleştirmede farklı kümelerin oluşup
oluşmadığını tespit etmek amaçlanmaktadır. Bu kapsamda
Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi lisans
öğrencilerinden yüz yüze anket yöntemi ile elde edilen
analize elverişli 995 kişinin verilerine Keşfedici Faktör
Analizi ve K-ortalamalar Kümeleme Analizi
uygulanmıştır. Yapılan analizler doğrultusunda, sosyal
medya kullanıcı davranışlarını ölçen ölçeğe bağlı olarak
araştırma kapsamında sosyal medya platformlarını
kullanım davranışlarına göre üniversite öğrencilerinin altı
farklı kümeye ayrıldığı ve bu kümelerin kendine has
özelliklerinin olduğu bulunmuştur. Elde edilen kümeler
“Yön Verenler”, “Oyun Sevdalıları”, “Çekimserler”,
“Takipçiler”, “Paylaşımcılar” ve “Sosyalleşenler” olarak
isimlendirilmiştir.

Keywords

Sosyal medya, Sosyal medya kullanım davranışları, Sosyal medya kullanım motivasyonları, Kümeleme analizİ

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