The use and abuse of online social network sites by Gen Y in the EU : Can marketing make a difference?

Abstract

This paper discusses the qualitative data collected during the pilot study phase of research investigating positive and negative behaviours of members of social network sites (SNS). Five collaborating universities recently applied for EU research funding under the FP7 programme for cross border collaborative research. As a result of a meeting of international colleagues in Caen, France during the autumn of 2008 a pilot study was undertaken in their home institutions to establish the feasibility of a research idea that had been germinating over several months. A preliminary review of the literature, discussions with other colleagues around the world, and this pilot study amongst Generation Y students in four EU countries have enabled us to map the territory and develop a focus for the project which seeks to understand the new digital world that has been evolving in recent years, both in terms of its potential and threats to individuals, organisations and countries. The EU has recognised this same need as in the Seventh Framework Programme (FP7 SSH-2009A) Socio-economic and Humanities Part 8 section 3.2.1. it calls for collaborative research projects which investigate “The new trends in consumers' behaviour in Europe and their social, cultural and economic underpinnings; Their social, cultural and societal implications, including the mutual impacts of consumers' behaviour on other collective issues in the short, medium and long terms; and the factors influencing consumers' choices.” From a business perspective the McKinsey Report (2007) identified how online tools were being used and where, and to whom they were most important. From the data collected it also identified which companies planned to spend more on these tools in the future. The follow up report in 2008 revealed that companies were using more Web 2.0 tools and technologies than in the previous year, sometimes for more complex business purposes.The results of the pilot study saw users reporting both the positive and negative aspects of online activities using social network sites. Of the students in the four countries which returned date for this pilot study students 89% reported using Facebook, 59% MSN and 10% MySpace. Others SNSs were rarely used.

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