Abstract
Many firms have started investing in social media, hoping to reach and to engage their customers. However, results from social media initiatives have been inconsistent, underscoring the need to understand social media use at the individual level. We examined the impact of demographics on the attitudes of Facebook users towards the social media giant in the United States using survey data published by Pew Internet Project. Users’ perceptions of importance and continued usage were found to vary across demographic groups based on gender, age, education and income. Younger, less educated and lower-income users are expected to decrease their time on Facebook next year compared with older, more educated and higher-income users. Implications for research and practice are discussed.
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