TURKISH FACEBOOK USERS: EXPLORING DIFFERENCES AND DETERMINING USEFUL ASSOCIATION RULES

DOĞAN O., BULUT Z. A.

18th International Scientific Conference on Economic and Social Development (ESD) - Building Resilient Society, Zagreb, Hırvatistan, 9 - 10 Aralık 2016, ss.602-612 identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Cilt numarası:
  • Basıldığı Şehir: Zagreb
  • Basıldığı Ülke: Hırvatistan
  • Sayfa Sayıları: ss.602-612
  • Anahtar Kelimeler: Association rule mining, Facebook, User motivation, Uses and Gratification, SOCIAL MEDIA, GRATIFICATIONS, DISCOVERY
  • Dokuz Eylül Üniversitesi Adresli: Evet

Özet

It is possible to communicate, to share videos, photos, etc., to get daily news, to play a game, and to make many other activities by having an account on Facebook. Therefore; researchers, decision makers, marketers. try to find how they can use Facebook on behalf of organizations. In this respect, it is important to define Facebook users ' activities and motivations. Within the scope of this study, we focused on motivations of Facebook usage and investigated the differences in motivation scores between gender, age, preferred devices and time spends. A survey of 804 participants revealed that the main reasons for Facebook use were "business-orientation ", "creation", "information seeking", "status seeking", "entertainment", "communication" and "socializing". We also determined some association rules which are potentially useful for understanding the Facebook users' characteristics. Our findings showed that there are some relations between motives of Facebook use and gender, age, time spent and preferred devices.