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Abstract
One of the fundamental and most commonly used communication tools by the generation Y or Millennials are online social networks. The first objective of this study is to model the effects that exercise social participation, community integration and trust in community satisfaction, as an antecedent of routinization. Besides, we propose as a second objective checking if gender roles proposed to underlie the different behaviors that develop social network users. An empirical study was carried out on a sample of 1,448 undergraduate students that are SNS users from Generation Y. First, we applied a structural equation modeling approach to test the proposed model. Second, we followed a methodology using a scale of masculinity and femininity to categorize the sample obtaining three groups: feminine, masculine, and androgynous.
Highlights
Internet users may use social networking sites (SNS) with various degrees of intensity
This paper explores the antecedents of satisfaction and routinization of SNS in the context of Generation Y through a model
Social connections are critical to human biology, and the impact of SNSs on these relationships has been significant
Summary
Internet users may use social networking sites (SNS) with various degrees of intensity. An SNS user can merely visit websites but can contribute, disseminate, share and collaborate. Communication is a crucial part of keeping contact with our social ties. Social connections are an essential part of everyone’s life. In this media-dominated world, all the people tend to go back to the very purest form of getting trusted information by asking friends for recommendations and advice. Some authors presented a review of academic works on SNS indicating that gender role and age are still being exciting topics about SNS (Tsay-Vogel, 2015)
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