An Empirical Test of the Social Media User Typology Framework

Abstract

This study examined the differences between social user types on a host of independent variables. User types were based on the Media-User Typology which explicates user types into five categories based on their usage patterns. Several predictors of user type were included in logistic regression analysis to see the differences between each of the five categories of user type. Results indicate that significant differences in the sporadic and advanced user groups, but very little differences exist among the lurker, socializer, and debater groups. Members of the advanced group spend more using social media, have a large number of followers. They are also more likely to meet someone they came across online in a face-to-face situation and drive while using social media. Limitations in this study include the cross-sectional data employed in the study do not warrant a claim of any causal relationships between the independent and dependent variables. Moreover, the sample which had female to male ratio of 2:1 which could skew the results by showing more variance in the former compared to the latter. Finally, all variables were based on self-reports. For example, the independent variable time spent using social media was measured by asking participants how much they spend using social on a typical day. Even though this question measures usage accurately, uncertainty remains as to whether users are active all the they are logged on to a specific application.