Challenges in the Era of Globalization - iaabd

Proceedings of the 12th Annual Conference © 2011 IAABD
Smith, and Macgill (2007) found that as teenagers adopt social networking, their use of other Internet
technologies such as email and Instant Messaging (IM) rapidly declines. SNS popularity, among the
youth, is driven by the fact that social networks provide users with more flexibility and freedom to
express themselves in ways that they could not possibly do in person (Roblyer et al., 2010).
What is a social network site?
Boyd and Ellison (2008) define a social network sites as:
web-based services that allow individuals to (1) construct a public or semi-public profile within a
bounded system, (2) articulate a list of other users with whom they share a connection, and (3)
view and traverse their list of connections and those made by others within the system. The nature
and nomenclature of these connections may vary from site to site.
Thus, SNSs facilitate interactive and real-time communication through the Internet (Bicen & Cavus,
2010). Specifically, they permit subscribers use of personalised and interactive services such as chatting,
uploading and sharing pictures, videos and music. SNSs have a wide variety of features, which can only
be limited by users’ creativity and imagination (Boyd and Ellison, 2008). Bicen and Cavus (2010) found
that whilst SNSs share the common purpose of interactive communication, their functionality differs in
terms of the target population. For instance LinkedIn targets professionals and accordingly its features are
suited towards the sharing of career-related information. On the other hand, Facebook or Hi5 are sociallyoriented,
and hence support the sharing of pictures, Instant Messaging, and posting of messages.
Users therefore register to join SNSs and create profiles containing details of users’ names, gender,
interests, pictures, videos, schools or colleges attended, and any other information that the subscribers
might want to be known by (Bicen & Cavus, 2010). Subscribers link up with other members, friends,
contacts, or followers by extending or accepting invitations.
Methodology
A survey method was used to collect data (Calder, Philips, & Tybout, 1981). A convenient sample of
volunteer participants was drawn from both high school and university students in Pretoria. The data was
collected using a self-administered instrument in November 2010, at a Pretoria university campus.
Participants:
Participants were solicited during social functions (e.g. sporting fixtures) hosted at the university.
Therein, students from local high schools attended, hence their inclusion in the sample. In total 54 high
school and university students participated in this study. The average age of participants was 22.8 years
with a stand deviation of 5.5 years. The youngest participant in the sample was 15 years old and the oldest
45 years old. 44 per cent were male and 56 per cent female. In terms of education level, 24 per cent were
high school students and 76 per cent university students. A majority (62 per cent) of the participants had
Internet experience exceeding 5 years compared to only 7 per cent had less than 1 year Internet
experience (Table 1).
Table 1: Participants’ demographic profile
Demographic Characteristics Percent (%)
Gender Male 44
Female 56
Education level High School 24
Undergraduate 57
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