Social media and online behaviour among high school and university students

The purpose of this paper is to describe the behavior of young people in the social media environment. The method chosen for data collection was a questionnaire survey on a representative sample of 1,706 valid respondents from Czech Republic. We used chi-square, analysis of variance, and factor analysis to explain relationships in data. Besides social media popularity ranking, our results showed that the more time respondents spend on the internet, the more social media brands they use. We also inspected the applicability of duplication of a purchase law in the social media context. Data showed that popular modes of communication among students include photos and texts followed by a video. Additionally, we found a similar use of social media among students and their parents. Last, with the use of exploratory factor analysis, we concluded that social media varies according to the content users go to it for, which carries implications for marketing communication strategy.