Abstract
This study aims to explore the various social media platforms and to investigate gender differences in the use of social media networks. For the past 10 years, the use of social media has grown tremendously, ultimately becoming an important part of our lives. A total of 142 undergraduates to participated in the study. All data were collected by using quantitative methods. The information obtained from this study can provide a guideline for understanding the usage of social media among members of Generation Y. Results of the investigation revealed a significant difference between female and male social media users. Moreover, Facebook, Instagram and Twitter were identified as the most popular social networking sites preferred by the respondents.
Highlights
Generation Y (Gen Y) consists of individuals who were born in the digital age
Many studies have explored the subject of social marketing, but only a few have investigated the use of social networking sites among Gen Y
This study identified Facebook, Twitter and Instagram as the most popular and most preferred social networking sites of Gen Ys in Malaysia, with Facebook ranking first
Summary
Generation Y (Gen Y) consists of individuals who were born in the digital age. Gen Ys quickly become bored and resort to the use of technology-driven social networks for constant engagement. According to the report of David (2013) on the social media statistics of Malaysia, 64.7% of the country’s population uses the Internet. Among these users, 75.5% have their own Facebook accounts. The most frequent users of social media platforms such as Facebook are aged 18 to 24 years. Many studies have explored the subject of social marketing, but only a few have investigated the use of social networking sites among Gen Y
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