Title: A comparison of the social media consumer and the non-social media consumer

Authors: Timothy H. Reisenwitz

Addresses: Department of Marketing and Economics, Harley Langdale, Jr. College of Business Administration, Valdosta State University, Valdosta, GA 31698, USA

Abstract: This study focused on the characteristics of the social media consumer and the non-social media consumer, and then compared the two groups. The exploratory study used two versions of a questionnaire, in which one version was directed to those who registered for at least one of the social media and a second version, which was directed to those who did not register for any of the social media. Several hypotheses were proposed to compare these two groups. The hypotheses examined innovativeness, risk aversion, brand loyalty, and internet satisfaction. There were significant differences for innovativeness, risk aversion, and internet satisfaction. The findings provide support for this latest internet communications vehicle as a viable tool for marketers, particularly those who introduce new products and services to the marketplace.

Keywords: social media consumers; non-social media consumers; exploratory study; innovativeness; risk aversion; brand loyalty; internet satisfaction; internet marketing.

DOI: 10.1504/IJIMA.2013.056587

International Journal of Internet Marketing and Advertising, 2013 Vol.8 No.1, pp.19 - 31

Available online: 26 Sep 2013 *

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