EXAMINING GENDER AND AGE DIFFERENCES IN THE USE AND ASSIMILATION OF FACEBOOK AMONG GUAM COLLEGE STUDENTS

Sathasivam Mathiyalakan, Winston-Salem State University, Winston-Salem, North Carolina, U.S.A.
Kevin K. W. Ho, University of Guam, Mangilao, Guam, U.S.A.
Wai K. Law, University of Guam, Mangilao, Guam, U.S.A.
George E. Heilman, Winston-Salem State University, Winston-Salem, North Carolina, U.S.A.

Published in

JOURNAL OF INTERNATIONAL MANAGEMENT STUDIES
Volume 16, Issue 2, p45-54, October 2016

ABSTRACT

This study was conducted at a university in Guam, a U.S. territory whose ethnic composition and cultural background is different from the mainland U.S. The study investigates the impact that gender and age (where students are categorized as traditional or nontraditional) have on Facebook use and assimilation in this culturally diverse environment. There is no statistically significant difference in Facebook use (year joined, stay length per visit, number of friends) based on gender. Nontraditional student joined Facebook significantly earlier than and have significantly longer stay lengths than traditional students, while traditional students have significantly more friends. There is no difference in assimilation between genders, except for one item where females indicate significantly less pride in telling others they are on Facebook. Nontraditional students have significantly higher assimilation scores, both in the aggregate and on each individual assimilation item.

Keywords

Assimilation, Facebook, Guam, International, Social network, Student perceptions


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