Media Selection: A Method for Understanding User Choices Among Popular Social Media Platforms
How a person perceives social media platforms should provide insight on the platforms they choose to use or not. Literature reviews highlight studies focused on demographic, familiarity, social influence, application, and usefulness as a means to differentiate choice/use. This study combines quantitative and qualitative techniques to examine Social Media Platform (SMP) preferences.
Using a web-based card sorting application, 59 participants completed an open sort activity on 19 SMPs. Information was also collected on SMP usage, age and gender. The strength of the paired-relationships between SMPs is presented in the form of a similarity matrix and a dendogram (hierarchical cluster analysis). A set of decision rules were developed in order to arrive at 44 standardized categories. A matrix of categories and SMPs provides means to explore associations. These relationships are examined for overlap and absence. This allows researchers to discuss findings in terms of current theory and practice.
KeywordsPile sort Media richness theory Media synchronicity theory Social media platforms
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