Gender roles in social network sites from generation Y

F. Javier Rondan-Cataluña; Borja Sanz-Altamira; Begoña Peral-Peral

doi:10.4067/S0718-27242017000400001

Authors

F. Javier Rondan-Cataluña University of Seville ORCID 0000-0003-0368-5335
Borja Sanz-Altamira University of Seville ORCID 0000-0002-7575-6676
Begoña Peral-Peral University of Seville ORCID 0000-0001-6213-6972

DOI:

https://doi.org/10.4067/S0718-27242017000400001

Abstract

One of the fundamental and most commonly used communication tools by the generation Y or Millennials are online social networks. The first objective of this study is to model the effects that exercise social participation, community integration and trust in community satisfaction, as an antecedent of routinization. Besides, we propose as a second objective checking if gender roles proposed to underlie the different behaviors that develop social network users. An empirical study was carried out on a sample of 1,448 undergraduate students that are SNS users from Generation Y. First, we applied a structural equation modeling approach to test the proposed model. Second, we followed a methodology using a scale of masculinity and femininity to categorize the sample obtaining three groups: feminine, masculine, and androgynous.

Keywords:

sex roles
masculinity
femininity
androgyny
social networking sites (SNS)
Generation Y

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Author Biographies

F. Javier Rondan-Cataluña, University of Seville

Francisco Javier Rondan-Cataluña: PhD. in Marketing and Market Research by the University of Seville and Associate Professor at the same University. He has taught many marketing subjects from 1998. He has published more than 60 articles in international journals, such as: Management Decision; The Service Industries Journal; International Journal of Service Industry Management; Current Issues in Tourism; Behaviour & Information Technology; Electronic Commerce Research and Applications; Computer & Education; Journal of Business Research; Journal of Consumer Behavior; Internet Research; International Review of Retail, Distribution and Consumer Research; Journal of Business Economics and Management; Kybernetes, etc.

Borja Sanz-Altamira, University of Seville

Borja Sanz-Altamira: Ph.D. is Associate Professor at the College of Economics and Business Administration, at the University of Seville (Spain). His major areas of empirical fieldwork include: commercial distribution, marketing plans, and tourist behavior. He has presented his findings at conferences in Europe and published several papers on these areas, in national and international reviews such as: European Planning Studies, Tourism and Hospitality, Planning and Development, Información Comercial Española (ICE). He has held senior positions in companies of Seville, Granada and Lyon (France).

Begoña Peral-Peral, University of Seville

Begoña Peral-Peral: Ph.D. in Business Administration. Associate professor in the Department of Business Administration and Marketing at the University of Seville (Spain). Her research interests include the acceptance of new technologies, e-commerce, elderly and consumer behavior. Her work has been presented in conferences and published in several academic journals such as Social Science Computer Review, Computers & Education, Revista de Economía Aplicada, and Comunicar among others.