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IJEBMR

Title:
A STUDY OF CONSUMER BEHAVIOUR OF ACTIVE USAGE OF INSTANT MESSAGING APPLICATIONS

Authors:
Emilia Madudova and Juraj Fabus, Slovak Republic

Abstract:
The number of active instant messaging users shows the success of the medium and in the short period, it has been available to the public. Especially among teenagers, instant messaging has become one of the most important communication means. The goal of the research is to find out, what are the reasons for using instant messaging nowadays and how the user of instant messaging influence the consumer behavior, communication habits and social inclusion. There has been used a survey method with 250 valid responses from Slovak active users of instant messaging. The survey has been focused on the generation Y because children born during the 1980s and early 1990s are supposed to have constant access to technology. The survey has been analyzed using structural equation modeling. Nowadays, the instant messaging is not used only for "fun", but becomes a serious communication medium. This seriousness should be taken into account and change thinking of using instant messaging. The paper describes how using instant messaging influence this generation and may have an impact on society.

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