A typology categorization of millennials in their technology behavior

Hay un interés creciente por los millennials; y sin embargo, hasta la fecha hay escasas segmentaciones de los millennials en cuanto a su comportamiento en relación a la tecnología. En este contexto, este estudio trata las siguientes cuestiones:”¿Son los millennials monolíticos o hay diferentes segmentos en esta generación en cuanto a su comportamiento tecnológico?”. Y si este fuera el caso: “¿Existen diferencias importantes en cuanto a la forma en que los millennials usan la tecnología?”. Nuestro objetivo consiste en examinar los potenciales perfiles de los millennials en relación a su comportamiento y uso de la tecnología. Los datos obtenidos de una muestra de 707 millennials se analizaron mediante un análisis de componentes principales y análisis clúster. A continuación, los segmentos se caracterizaron mediante un análisis MANOVA. Nuestros resultados revelan la existencia de cinco segmentos o tipologías de millennials en cuanto a su comportamiento tecnológico: los “devotos de la tecnología”, los “espectadores”, los “prudentes”, los “adversos” y los “productivos”. Este estudio contribuye de forma detallada al conocimiento sobre cómo las diferentes categorías de millennials usan la tecnología.There is an increasing interest for millennials; however, to date millennials’ segmentations regarding their technology behavior are scarce. In this context, this study addresses the following questions: “Are millennials monolithic, or are there segments within this generation group regarding the technology behavior?”. And if so: “Are there important variances in the way that millennial segments use technology?”. Our purpose is to examine the potential profiles of millennials regarding their technology use and behavior. Data from a sample of 707 millennials was gathered and analyzed through principal component analysis and cluster analysis. Then, millennials’ segments were profiled using a MANOVA analysis. Our findings revealed five different segments or typologies of millennials regarding their technology behavior: technology devotees, technology spectators, circumspects, technology adverse users and productivity enhancers. This study contributes with a detailed perspective of how different millennial segments use technology

Narrative Analysis of Marketing Communication Y2K Music School and Studio on Social Media

This research was conducted to find out how the branding activity done by Y2K Music School and Studio through social media account Instagram @ y2kstudio. This research would like to examine more deeply related to marketing activity such as what applied Y2K Music School and Studio in building brand Y2K Music School and Studio as a music school through its official Instagram. There is also a method used in this research is a method of narrative analysis which is a method in the field of qualitative research. The data were collected using literature study on textbooks, online data tracking, and in-depth interviews on key informants related to the study. The results of this study states that the form of branding activities conducted by Y2K Music School and Studio through social media accounts Instagram @ y2kstudio is a marketing communication in the form of delivering information with positive ambiance related Y2K Music School and Studio and also in the form of information delivery activities related promotions which is currently running at Y2K Music School and Studio

Monitoring, Creeping, or Surveillance? A Synthesis of Online Social Information Seeking Concepts

Affordances of Internet sites and Internet-based applications make personal information about romantic partners, friends, family members, and strangers easy to obtain. People use various techniques to find information about others, capitalizing on online affordances by using search engines to find relevant websites and databases; scouring the target’s social media or social networking site presence; accessing information about the target via their links or network association with others on social media; or asking questions or crowdsourcing information through online channels. Researchers have coined an assortment of terms to describe online social information seeking behaviors, such as interpersonal electronic surveillance, social surveillance, monitoring, patient-targeted Googling, cybervetting, websleuthing, human flesh search, lateral surveillance, Facebook surveillance, and Facebook stalking. Although considerable research has examined these behaviors, there has been little effort to clarify the concepts themselves. As a result, the literature is currently full of inconsistent and overlapping conceptualizations. To synthesize these concepts for future research, this review examines 73 online social information seeking concepts extracted from 186 articles. Specifically, the concepts are reviewed in light of their scope; the information seeker or target of information seeking (e.g., romantic partners, parents, children, employees, criminals); motives for information seeking (e.g., uncertainty, threat, curiosity); and the intensity of the behavior. Recommendations are provided for future research, such as employing clear conceptualizations and incorporating affordances. Finally, we offer a decision tree that researchers can use to help select appropriate terms to use in their work moving forward

More Network Conscious than Ever? Challenges, strategies and analytic labor of users in the Facebook Environment

Cataloged from PDF version of article.As is widely observed, social network sites (SNS) constitute a new environment of interaction where users encounter various challenges that they usually do not encounter in other environments. This study aims to provide an in-depth understanding of how users deal with the challenges in this unique environment, paying particular attention to the ways in which they examine and reflect on their social ties and networks. On the basis of 36 semistructured interviews with Facebook users, the article presents the hypothesis that participants of SNS develop a tendency to become highly observant and inquisitive about their networks and are frequently involved in an activity that the authors call analytic labor. © 2013 International Communication Association

The Effects of Intrinsic, Extrinsic, Hedonic, and Utilitarian Motivations on IS Usage: An Updated Meta-analytic Investigation

This study reports on a meta-analytic investigation of the effects of intrinsic, extrinsic, hedonic and utilitarian motivations on IS system usage. The study extends the work of Wu and Lu (2013) and considers the effects of 16 motivations on usage, behavioural intention, perceived usefulness (PU) and perceived ease of use (PEOU). 73 studies published between 2009 and 2016 met the inclusion criteria. Bare bones and true score correlations were calculated and moderation analysis was performed. Curiosity has the strongest effects on behavioural intention while social interaction has the strongest effects on usage. Results also show that enjoyment and playfulness motivations have stronger effects on behavioural intention in hedonic system contexts, and reward motivation has stronger effects on utilitarian systems usage. The application of motivation theory to adoption and use of information systems together with synthesis of empirical data may provide new insights in system usage behaviou

Facebook Anonymous Information Seeking (FAIS) Behaviors: Emerging Definitions and Conceptual Relationships

One of the fastest growing modes of Computer Mediated Communication (CMC), Social Network Sites (SNS) are revolutionizing the way that people communicate andacquire interpersonal information. The largest of these is Facebook, with more than 500 million users (Facebook.com, 2011). A new lexicon of terms has evolved to describebehaviors specific to Facebook, including the term Facebook stalking, a term which is used to describe a specific type of browsing behavior on Facebook. This exploratory research study attempts to define and measure Facebook stalking, a behavior that has anumber of interpersonal and network communication implications.Using previous research as a guide, the terms Facebook Anonymous Information Seeking (FAIS) and Facebook Anonymous Information Seeking with a Conscious SocialNorm Violation (FAIS-CSNV) have been invented as more precise names for the behavior behind Facebook stalking. Survey data from a Facebook snowball sample with more than 1,000 respondents is used to study the relationships between FAIS, FAISCSNV and other traits. Based on the survey data, FAIS and FAIS-CSNV have significantstatistical relationships with gossip, social comparison orientation, interpersonal curiosity,tendency towards voyeuristic behavior and age. Descriptive results establish that FAIS and FAIS-CSNV are common, well-known behaviors, and open-ended survey results offer further clarity on the way the term Facebook stalking is being used by current Facebook users of all ages. The findings of this study will add to the body of knowledge on Computer Mediated Communication (CMC) as well as afford an opportunity for further research in understanding human behavior and social norms in the context of SN

Situating Media Infrastructure: Understand the Role of Public Space Characteristics in Influencing Public Interaction with Media Infrastructure

Media Architecture scholars have outlined the importance of considering the urban design perspective in informing the deployment of digital media in public space. In this paper, we build on their work and provide a detailed account based on the knowledge from urban design theories coupled with literature from Human-computer Interaction research. Specifically, we address the role of location- its physical and spatial characteristics and situated human activities- in influencing public interaction with media infrastructure. We aim to provide a framework for understanding the complex relationship between media infrastructure and urban public spaces, and explore the impact of locations on how people interact with media infrastructure by: 1) developing an initial framework of public space characteristics based on urban design knowledge, 2) conducting a case study of InLinkUK network with detailed field study and analysis on 3 selected sites in London. We discuss the initial outcome of the case study analysis and report on the next stages of this research. This paper addresses the question: how media architecture can contribute to a sense of place and provide a detailed account based on a case study in London. It attempts to broaden and extend existing calls by media architecture scholars to consider urban design knowledge in informing the deployment of digital media infrastructure in public spaces

Understanding Shoulder Surfing in the Wild: Stories from Users and Observers

Research has brought forth a variety of authentication systems to mitigate observation attacks. However, there is little work about shoulder surfing situations in the real world. We present the results of a user survey (N=174) in which we investigate actual stories about shoulder surfing on mobile devices from both users and observers. Our analysis indicates that shoulder surfing mainly occurs in an opportunistic, non-malicious way. It usually does not have serious consequences, but evokes negative feelings for both parties, resulting in a variety of coping strategies. Observed data was personal in most cases and ranged from information about interests and hobbies to login data and intimate details about third persons and relationships. Thus, our work contributes evidence for shoulder surfing in the real world and informs implications for the design of privacy protection mechanisms

Facebook Anonymous Information Seeking (FAIS) Behaviors: Emerging Definitions and Conceptual Relationships

One of the fastest growing modes of Computer Mediated Communication (CMC), Social Network Sites (SNS) are revolutionizing the way that people communicate andacquire interpersonal information. The largest of these is Facebook, with more than 500 million users (Facebook.com, 2011). A new lexicon of terms has evolved to describebehaviors specific to Facebook, including the term Facebook stalking, a term which is used to describe a specific type of browsing behavior on Facebook. This exploratory research study attempts to define and measure Facebook stalking, a behavior that has anumber of interpersonal and network communication implications.Using previous research as a guide, the terms Facebook Anonymous Information Seeking (FAIS) and Facebook Anonymous Information Seeking with a Conscious SocialNorm Violation (FAIS-CSNV) have been invented as more precise names for the behavior behind Facebook stalking. Survey data from a Facebook snowball sample with more than 1,000 respondents is used to study the relationships between FAIS, FAISCSNV and other traits. Based on the survey data, FAIS and FAIS-CSNV have significantstatistical relationships with gossip, social comparison orientation, interpersonal curiosity,tendency towards voyeuristic behavior and age. Descriptive results establish that FAIS and FAIS-CSNV are common, well-known behaviors, and open-ended survey results offer further clarity on the way the term Facebook stalking is being used by current Facebook users of all ages. The findings of this study will add to the body of knowledge on Computer Mediated Communication (CMC) as well as afford an opportunity for further research in understanding human behavior and social norms in the context of SN

Facebook Anonymous Information Seeking (FAIS) Behaviors: Emerging Definitions and Conceptual Relationships

One of the fastest growing modes of Computer Mediated Communication (CMC), Social Network Sites (SNS) are revolutionizing the way that people communicate andacquire interpersonal information. The largest of these is Facebook, with more than 500 million users (Facebook.com, 2011). A new lexicon of terms has evolved to describebehaviors specific to Facebook, including the term Facebook stalking, a term which is used to describe a specific type of browsing behavior on Facebook. This exploratory research study attempts to define and measure Facebook stalking, a behavior that has anumber of interpersonal and network communication implications.Using previous research as a guide, the terms Facebook Anonymous Information Seeking (FAIS) and Facebook Anonymous Information Seeking with a Conscious SocialNorm Violation (FAIS-CSNV) have been invented as more precise names for the behavior behind Facebook stalking. Survey data from a Facebook snowball sample with more than 1,000 respondents is used to study the relationships between FAIS, FAISCSNV and other traits. Based on the survey data, FAIS and FAIS-CSNV have significantstatistical relationships with gossip, social comparison orientation, interpersonal curiosity,tendency towards voyeuristic behavior and age. Descriptive results establish that FAIS and FAIS-CSNV are common, well-known behaviors, and open-ended survey results offer further clarity on the way the term Facebook stalking is being used by current Facebook users of all ages. The findings of this study will add to the body of knowledge on Computer Mediated Communication (CMC) as well as afford an opportunity for further research in understanding human behavior and social norms in the context of SN