Cybertrends an exploratory study of who and why?
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Social Networking Research is in the limelight across the media world, it's not surprising with 74% of internet users having an active account on Social Networking Sites such as Facebook. This study explores personality traits such as extraversion and agreeableness and motivations such as need to belong and social desirability in relation to conforming to Cybertrends. For the purpose of this study Cybertrends are trends that occur on SNS such as 'No make-up challenge', 'Ice bucket challenge' and 'Nekonomination'. A total of 228 participants' completed 66 online questions. Statistical analysis found that need to belong was a significant motivator for those to conform to taking part in Cybertrends and posting Cybertrends on their SNS. The study found extraversion, agreeableness and social desirability had no significance for individuals who took part in and individuals who posted Cybertrends. Results are interpreted in relation to previous literature, suggestions for limitations and future research are acknowledged.
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