Grouping University Students According to Their Social Media Usage Behaviours

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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