Person: DİRSEHAN, TAŞKIN
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DİRSEHAN
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TAŞKIN
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Publication Open Access An Empirical Investigation Into the Determinants of Various Social Networking Sites Used by Generation Y Consumers(2017-02-07) ÇOBANOĞLU, EMİNE; EMİNE ÇOBANOĞLU;TAŞKIN DİRSEHANSocial networking sites (SNSs) often propose new marketing channels; generation Y (Gen Y) has an impact on marketing channels today and will continue to do so in the future. Therefore, the authors’ main purpose in this paper is to detect SNS use patterns and to propose new ones that Gen Y commonly uses in Turkey; SNSs include Facebook, Foursquare, Instagram, LinkedIn, and Twitter. To determine SNS use patterns, we adopt a two-step approach that examines uses and gratifications. First, they conduct in-depth interviews with 75 participants, producing 82 items. Then, they test these items on a sample of 740 Gen Y users. This test categorizes Gen Y’s favored SNSs into 13 types. Four of these types are remarkable: “discovery and diary,” “career-related,” “firms and brands,” and “coordination”; these new types are the main original contributions of this study.