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Managing The Evolution Of A Revolution: Marketing Implications Of Internet Media Usage Among College Students

Managing The Evolution Of A Revolution: Marketing Implications Of Internet Media Usage Among College Students,Connie Browning Budden

Managing The Evolution Of A Revolution: Marketing Implications Of Internet Media Usage Among College Students   (Citations: 2)
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It is no surprise that internet usage among college students has seen a marked increase in recent years. The increasing usage of this medium portends direct, negative impacts relative to the use of other media by this important market segment. Marketers are interested in internet usage information in order to determine the best methods for tapping into this potential market. Research focused on internet usage patterns of college students was conducted. Usage patterns by student classification and gender were studied. Specific use of the Facebook, MySpace and YouTube websites were investigated.
Published in 2007.
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    • ...Although the videos are broadcast at the audience, the comment and reply feature of YouTube enables the device to be used as a legitimate two-way communication channel (Carlson, Heeschen, & Fatzinger-McShane, 2008; Budden, Anthony, Budden, & Jones, 2007)...

    Richard D. Waterset al. Using Video to Build an Organization's Identity and Brand: A Content A...

    • ...Our approach involves analyzing information collected by students by means of a logbook, a method which is similar to that of Nonis, Philhours, & Hudson (2006), and Budden et al. (2007), both of which required the use of a diary by students...
    • ...A study similar to ours was done by Budden et al. (2007), which involved students’ use of diaries, or journals, to track their usage of media during a one week period in a typical fall semester...
    • ...In contrast to our study, for which the research problem emphasizes understanding better college students’ use of time in general, the study done by Budden et al. (2007) attempts to examine usage patterns and market usage of the Internet as a communication medium among college students...
    • ...Results of the study done by Budden et al. (2007) indicate that both male and female students spend more time using historical media (radio and television) than that of Internet media...

    John R. Tanneret al. How Business Students Spend Their Time—Do They Really Know?

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