Jornal de Comunicação de Massa e Jornalismo

Young Female Users of Social Media and Internet Addiction

Abstract

Roger L Rudolph, Bruce R Klemz and Jo Ann Asquith

We profile addictive female users of Social Media in terms that are applicable to improving advertising message effectiveness and content transference. We use List of Values scales to profile addictive female users of leading Social Media sites such as Facebook and Twitter. We find these addictive female users of Facebook value being well respected above all other measures of values. In contrast, we find that addictive female users of Twitter value Personal Excitement above all other measures of values. These constructs load on actual usage of their respective social media environment and alone yield significant correlation value when trying to assess Social Media usage. Practical implications are discussed.