SOCIAL MEDIA CREDIBILITY ACROSS AGE GROUPS IN SLOVAKIA
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
Social media can be a great source of information, but the need to verify the credibility of such information is bigger than with traditional media. There has been plenty of research about the adoption and use of social media since it has been widely spread and used. Blogs, micro blogs, wikis, shared files and social network sites have been studied on their use and credibility. However, there is also need to examine the attitudes toward these technologies in terms of different age groups. This information is valuable for businesses and should be an integral part of their marketing activities. A survey with 560 respondents was conducted to determine if credibility of social media is determined by age. The results suggest different preferences within age groups. Slovak who are older than 45 trust Business networks the most and respondents younger than 45 trust Multimedia. The overall trust in social media was moderate and there were found significant differences in perception of social media credibility and age. Younger Slovaks are more likely to trust Slovak media than those who are older than 45 years of age.
Authors and Affiliations
Lucia Vilčeková
Keywords
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