Facebook传播和营销对大学生代表决策和选择的影响:一个学生的视角

IF 1.3 Q2 COMMUNICATION
Tapiwa Chininga, E. Rungani, N. Chiliya, T. Chuchu
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引用次数: 6

摘要

Facebook已经成为年轻人维持社交存在和扩大社交网络的主要平台。社交媒体对青年决策的影响已经引起了研究和学术界的广泛关注。研究地点在南非的福特黑尔大学(University of Fort Hare)。在大学学生代表委员会(SRC)选举之前和期间,竞选领导职位的六个学生政党利用Facebook与同学沟通和营销他们的竞选信息。因此,本研究实证调查了Facebook如何影响大学生投票和选举机构SRC的意图。在收集数据和非概率抽样时采用了调查方法,在选择合适的研究参与者时采用了一种方便抽样的形式。共有381名学生参与了这项研究,回答了有关选择特定学生代表党(SRP)的潜在驱动因素的问题。在影响学生选择一个(SRP)的因素中,包括“Facebook的中等可信度”、“Facebook上的同伴交流”和“Facebook的用户信任”在内的Facebook结构开发了一个概念模型。主要调查结果表明,与同龄人的认同对青少年投票给学生代表的意愿有最显著的影响。研究发现,信息可信度对学生投票给特定候选人的意愿影响不大。研究结果提出了一些启示,并提出了进一步的研究建议。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Facebook Communication and Marketing Influence on Decision-Making and Choice of University Student Representatives: A Student’s Perspective
Facebook has become the main platform for young adults to sustain their social presence as well as expand their social networks. The impact of social media on youth decision-making has attracted much attention in research and academia. The research setting was at University of Fort Hare, a university located in South Africa. Before and during a student representative council (SRC) election at the university, the six student parties contesting for the leadership office utilised Facebook in communicating and marketing their campaign messages to fellow students. This research therefore empirically investigated how Facebook influenced university students’ intention to vote and elect an SRC for the institution. The survey methodology was adopted in collecting data and non-probability sampling, a form of convenience sampling was utilised in selection of suitable participants for the study. A total of 381 students participated in the study responding to questions examining potential drivers of selection of a particular student representative party (SRP). A conceptual model was developed with Facebook constructs that included “medium credibility of Facebook”, “peer communication on Facebook” and “user trust of Facebook” among other factors that influence students’ choice of an (SRP). The main findings established that identification with peers was observed as having the most significant impact on youths’ intention to vote for student representatives. Message credibility was found to have weak impact on student’s intention to vote for a particular (SRC) candidate. Implications emerged from the findings and further research suggestions were provided.
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来源期刊
CiteScore
1.40
自引率
0.00%
发文量
7
审稿时长
12 weeks
期刊介绍: The Romanian Journal of Communication and Public Relations welcomes high quality contributions investigating topics in the fields of mass media, communication and public relations, from theoretical, empirical and critical perspectives. The RJCPR mainly favors original and articulate research papers, but theory-focused articles, book reviews and other scientific contributions are also welcome
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