Exploring psychological difference between adopters and non-adopters of user generated audience segmenting functions
| dc.contributor.advisor | Eastin, Matthew S. | en |
| dc.contributor.committeeMember | Treem, Jeffrey W. | en |
| dc.creator | Dong, Zhifei | en |
| dc.date.accessioned | 2015-10-13T17:46:14Z | en |
| dc.date.available | 2015-10-13T17:46:14Z | en |
| dc.date.issued | 2015-05 | en |
| dc.date.submitted | May 2015 | en |
| dc.date.updated | 2015-10-13T17:46:14Z | en |
| dc.description | text | en |
| dc.description.abstract | This exploratory study attempts to seek differences in levels of narcissism, Machiavellianism, self-monitoring, Internet self-efficacy (ISE), and privacy concerns and controls between adopters and non-adopters of audience segmenting on SNS, e.g. Friend List on Facebook. The uses and gratification framework was applied to build hypotheses. A survey (N =100) was conducted to test the hypotheses. Although the difference is not significant at a level that would demonstrate support for the proposed hypotheses, adopters in the sample did exhibit higher levels of narcissism, self-monitoring, ISE, and privacy concerns and control. To yield more convincing results, recommendations are provided for future improvement. | en |
| dc.description.department | Advertising | en |
| dc.format.mimetype | application/pdf | en |
| dc.identifier | doi:10.15781/T2XG7X | en |
| dc.identifier.uri | http://hdl.handle.net/2152/31709 | en |
| dc.subject | Social network sites | en |
| dc.subject | Narcissism | en |
| dc.subject | Machiavellianism | en |
| dc.subject | Self-monitoring | en |
| dc.subject | Internet self-efficacy | en |
| dc.subject | Privacy | en |
| dc.subject | Audience | en |
| dc.title | Exploring psychological difference between adopters and non-adopters of user generated audience segmenting functions | en |
| dc.type | Thesis | en |
| thesis.degree.department | Advertising | en |
| thesis.degree.discipline | Advertising | en |
| thesis.degree.grantor | The University of Texas at Austin | en |
| thesis.degree.level | Masters | en |
| thesis.degree.name | Master of Arts | en |