Like, Share, Recommend: Smartphones as a Self-Broadcast and Self-Promotion Medium of College Students

Like, Share, Recommend: Smartphones as a Self-Broadcast and Self-Promotion Medium of College Students

Franklin N. A. Yartey (Communication Department, University of Dubuque, Dubuque, IA, USA) and Louisa Ha (Department of Telecommunications, Bowling Green State University, Bowling Green, OH, USA)
Copyright: © 2013 |Pages: 21
DOI: 10.4018/ijthi.2013100102
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In this study, the authors examine the use of smart phones for self-broadcasting among college students based on motivation and network externalities theories. The authors propose that smartphones have changed telephones from a point-to-point interpersonal medium to a broadcast medium for individuals to disseminate information to their networks through the use of social media. The authors hypothesized that the more friends and followers a student has on Facebook and Twitter respectively, the more likely the student will use friends and followers as self-broadcasting mediums from their smartphones. The hypothesis was supported based on survey data collected at a public university. The study also discusses the social implications of using smartphones as a broadcast and self-promotion medium.
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Literature Review

The Internet is a fluid and shifting network of computers and electronic devices and signal receptors that transmit and receive digital information (Enteen, 2006). Cell phones, and their more advanced version, smartphones, have become ubiquitous parts of our existence in industrialized societies. More and more we are valuing connections, the building and maintenance of online relationships, and being constantly connected with someone somewhere in the world (Katz & Aakhus, 2002). The literature review that follows is a summary and discussion of some of the research available on mobile technology and social networks, specifically Facebook and Twitter.

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