Smartphones and Self-Broadcasting among College Students in an Age of Social Media

Abstract

This chapter examines the use of smartphones for self-broadcasting via social media among college students. Based on motivation and network externalities theories, our survey of a public university's college students confirmed our hypotheses that network size, years of experience using social media and the time spent on social media positively predict their frequency of self-broadcasting on their smartphones. The results suggest that 85.2% of college students self-broadcast at least once a month by updating their status on SNS and students are likely to self-broadcast within their network. Most students set their profile privacy setting as private or semi-private. But privacy setting does not affect self-broadcast frequency.

The effects of self‐awareness on consumer evaluation of experiential creation

“…Hence, our findings add to the experiential creation literature and are especially intriguing in light of Dahl and Moreau (2007) Our findings also add to research suggesting that private and public self-awareness cues often have similar downstream consequences. We obtained consistent findings using several self- From a managerial perspective, the current findings are particularly relevant given the surge of contexts catering to the 'creative self' (Yartey & Ha, 2015) combined with increasing prevalence of the self-broadcasting culture (Rosenbusch et al, 2019) that has become so prevalent in recent years. Indeed, marketers have directly tried to take advantage of this culture by running marketing campaigns in which consumers take and post photos and videos of themselves with products or by directly investing in social influencers or web celebrities on social media platforms (Hughes et al, 2019).…”

“…From a managerial perspective, the current findings are particularly relevant given the surge of contexts catering to the ‘creative self’ (Yartey & Ha, 2015) combined with increasing prevalence of the self‐broadcasting culture (Rosenbusch et al., 2019) that has become so prevalent in recent years. Indeed, marketers have directly tried to take advantage of this culture by running marketing campaigns in which consumers take and post photos and videos of themselves with products or by directly investing in social influencers or web celebrities on social media platforms (Hughes et al., 2019).…”