FACEBOOK ASSIMILATION AND RELATIONSHIP MANAGEMENT: GENDER DIFFERENCES AMONG HBCU STUDENTS

George E. Heilman, Winston-Salem State University, Winston-Salem, NC, USA
Sathasivam Mathiyalakan, Winston-Salem State University, Winston-Salem, NC, USA
Sharon D. White, Winston-Salem State University, Winston-Salem, NC, USA
Published in

 EUROPEAN JOURNAL OF BUSINESS RESEARCH
Volume 14, Issue 3, p13-22, October 2014

ABSTRACT

Since its inception in 2004, Facebook has become an avenue for the exploration of a diverse set of issues. This pilot study, conducted at an HBCU, presents the results of an examination of students’ use of Facebook. The investigation attempts to gain an understanding of how Facebook has been assimilated into students' lives and how they use Facebook to satisfy their social needs. The findings indicate that significant differences exist between male and female students in terms of the use of Facebook for social maintenance. There are also differences between males and females in terms of Facebook assimilation. A discussion of the study's potential weaknesses and suggestions for future research are also included.

Keywords

Assimilation, Attitude, Facebook, Social network, Students


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