Abstract
This exploratory study focused on the characteristics of the social media consumer and the nonsocial media consumer, and then compared the two groups over a two-year period (2010 and 2012). The exploratory study used two versions of a questionnaire, in which one version was directed to those who registered for at least one of the social media and a second version, which was directed to those who did not register for any of the social media. A plethora of demographic and psychographic variables were used in identifying both groups in both years, including Internet characteristics and information regarding the social networks adopted by social media consumers and their social media uses. Several hypotheses were proposed to compare these two groups. The hypotheses examined innovativeness, risk aversion, brand loyalty, and Internet satisfaction, which are salient variables for the marketer who is utilizing or considering utilizing social media. There were significant differences for innovativeness, risk aversion, and Internet satisfaction. The findings provide support for this latest Internet communications vehicle as a viable tool for marketers, particularly those who introduce new products and services to the marketplace.
Highlights
There is no question that social media is fundamentally changing the way many marketers communicate with their customers
A plethora of demographic and psychographic variables were used in identifying both groups in both years, including Internet characteristics and information regarding the social networks adopted by social media consumers and their social media uses
There was no support for the third hypothesis that social media respondents have greater brand loyalty than non-social media respondents
Summary
There is no question that social media is fundamentally changing the way many marketers communicate with their customers. With the advent of cost-efficient Internet messaging, organizations communicate with scores of customers in ways that are revolutionary. Traditional print and broadcast media have seen declines in revenue due to the movement of advertising dollars to online alternatives. Social media is the latest alternative for organizations to leverage online. How to Cite this Article: Timothy H. Journal of Internet Social Networking & Virtual Communities 2 communications. Social media is a more open, grassroots, and organic approach compared to traditional marketing (Baker, 2009)
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