A4 Article in conference proceedings

How do Digital Divides Determine Social Media Users’ Aspirations to Influence Others?




List of Authors: Malinen Sanna, Koivula Aki, Koiranen Ilkka

Conference name: International Conference on Social Media and Society

Place: New york

Publication year: 2020

Book title *: SMSociety'20: International Conference on Social Media and Society

Journal name in source: ACM International Conference Proceeding Series

Title of series: 11th International Conference on Social Media and Society

ISBN: 978-1-4503-7688-4

DOI: http://dx.doi.org/10.1145/3400806.3400823


Abstract

As the
social media landscape has become a significant space for civic and political
activity, it has created new opportunities for individuals to influence others’
opinions. Relying on survey data from Finland (N=3,724), this study focuses on motivation
to influence online and identifies social media users who wish to express their
opinions and persuade others. First, using factor analysis, we detect influential motivation to use social
media. Second, we analyze how socio-demographic background, digital skills and
interest in politics predict the probability of influential aspiration. Our
findings show digital divides in online participation and in people’s
intentions to influence others. Drawing on digital divide theory, we discuss
how different motivations to use social media lead to varied outcomes in terms
of benefits, producing digital divides.


Last updated on 2021-24-06 at 08:58