Generation X and Facebook: An Examination of the Behavioral and Cognitive Engagements of Generation X on Facebook

Spradling, David, III

Generation X and Facebook: An Examination of the Behavioral and Cognitive Engagements of Generation X on Facebook

dc.contributor.advisor	Loke, Jaime
dc.contributor.author	Spradling, David, III
dc.contributor.committeeMember	Steyn, Elanie
dc.contributor.committeeMember	Beliveau, Ralph
dc.date.accessioned	2017-05-17T14:27:57Z
dc.date.available	2017-05-17T14:27:57Z
dc.date.issued	2017-05-13
dc.date.manuscript	2017-05-12
dc.description.abstract	Mobile internet technologies and social media have radically altered the media landscape, and traditional media outlets are experimenting with ways to more efficiently reach and connect with audiences. Social media offers media outlets an opportunity and space to strengthen relationships with audiences while delivering content across multiple modalities and platforms. This study, through an online survey, open-ended questions, and focus group sessions, offers an examination of the cognitive and behavioral engagements of Generation X on Facebook through a uses and gratifications perspective. Results indicate Generation X uses Facebook for information seeking and to strengthen and maintain current relationships but seems willing to interact with media outlets in the same space. This willingness to connect represents an opportunity for traditional media managers to reach this socially and economically vital age group and develop brand-loyal relationships.	en_US
dc.identifier.uri	http://hdl.handle.net/11244/50887
dc.subject	Generation X, Social Media, Facebook, Engagement	en_US
dc.thesis.degree	Master of Arts	en_US
dc.title	Generation X and Facebook: An Examination of the Behavioral and Cognitive Engagements of Generation X on Facebook	en_US
ou.group	Gaylord College of Journalism and Mass Communication	en_US