Competency Evaluation for Social Media Usage: A Comparative Study of Male and Female
Today’s time has seen the rise of the social media channels such as Facebook, YouTube, Google, and Twitter, which encourage customers to take a more active role as market players and reach almost everyone anywhere and anytime. Although, there is a difference in usage pattern of these media channels by male and female. This chapter introduces a new “Competency Mapping” framework of the use of new media by male and female. This chapter has identified five social media competencies namely, technical competency, visibility awareness competency, knowledge competency, impact assessment competency, and social media communication competency. Researcher has tried to map these competencies to make a comparative study of the use of social media among male and female users.
KeywordsSocial media Competency mapping Technical competency Visibility awareness competency Knowledge competency Impact assessment competency Communication competency
- Burgess, J., & Green, J. (2009). YouTube: Online video and participatory culture. Cambridge and Malden, MA: Polity Press.Google Scholar
- Gill, P., Arlitt, M., Li, Z., & Mahanti, A. (2007). YouTube traffic characterization: A view from the edge. In C. Dovrolis & M. Roughan (Eds.), Proceedings of the 7th ACM SIGCOMM conference on internet measurement, San Diego, CA, USA (pp. 15–28). New York, NY: ACM Press.Google Scholar
- Grewal, D., & Levy, M. (2014). Marketing (4th ed.). Burr Ridge, IL: McGraw-Hill/Irwin.Google Scholar
- Java, A., Song, X., Finin, T., & Tseng, B. (2007). Why we Twitter: Understanding microblogging usage and communities. Proceedings of the 9th WebKDD and 1st SNA-KDD 2007 workshop on web mining and social network analysis (WebKDD/SNA-KDD ‘07). http://doi.acm.org/10.1145/1348549.1348556.
- Joinson, Adam N. (2008). Looking at, looking up or keeping up with people: Motives and use of Facebook. Proceedings of the SIGCHI conference on human factors in computing systems, pp. 1027–1036.Google Scholar
- Lenhart, A., Purcell, K., Smith, A., & Zickuhr, K. (2010). Social Media and Young Adults. Retrieved May 26, 2017, from www.pewinternet.org/2010/02/03/social-media-and-young-adults/on