Tesi di laurea magistrale
RAFFAELLI, MARIA ALESSANDRA
"I giovani e i Social Media: indagine sul comportamento delle nuove generazioni sulle piattaforme Social"
ECONOMIA E MANAGEMENT
Corso di studi
MARKETING E RICERCHE DI MERCATO
relatore Prof. Gandolfo, Alessandro
- social network
- social media
Data inizio appello
The paper aims to investigate the relationship of the new generations with Social Media through a theoretical analysis of contributions from various scholars and a quantitative survey carried out on 726 students aged between 14 and 30 years. The first part aims to introduce the reader into the world of Social Media by outlining its characteristics and a hypothetical segmentation; it will continue with insights about the behavior of users on the net or the reasons and uses. The third chapter focuses on young people, investigating the basic logics that push them to use these platforms, which are the social networks that are emerging, the motivations and the uses. This thesis work will end with the investigation carried out and the analysis of the data deriving from the questionnaire responses. It is necessary to consider that the analysis focuses both on Secondary School students and university students; in addition, the responses of students with Italian citizenship and those with citizenship other than Italian were taken into consideration. These differentiations have made it possible to see how the variable age or class attended and citizenship affects the behavior of these generations.
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