AN EMPIRICAL TEST OF SOCIAL MEDIA EVALUATION AND USAGE: GENDER AND MOBILE ACCESS METHOD DIFFERENCES

摘要

Social media sites are increasingly becoming essential communication channels for the firm. This research study investigates gender and mobile access differences in users’ perceived security, satisfaction, loyalty, and usage for three different types of social media sites. MANOVA analysis results show significant gender differences in satisfaction and loyalty. The findings also show significant mobile access differences in satisfaction and the degree of usage of Twitter and Facebook sites. Managerial implications and future research directions are discussed.