MILLER COLLEGE RESEARCH COLLOQUIUM
Social Media Attachment vs. Addiction: Distinction and Marketing Implications
11:00 a.m. - 12:00 p.m., Thursday, October 13, 2016Pruis Hall
Presented by Rebecca VanMeter
Assistant Professor of Marketing
Since the inception of social media, its prevalence and pervasiveness has become widely popular and has resulted in a growing phenomenon among societies globally infiltrating communities and cultures alike. The proportion of online adults who use Pinterest and Instagram has doubled since 2012 and 72% of online adults are Facebook users (Duggan, 2015). In light of this, marketing researchers, practitioners, and educators have taken a keen interest in the possible impact and power social media holds in the world of business. Social media courses are being introduced into many university curriculums, and as educators, it is imperative that we have an appreciation for the potentially harmful effects these activities may have for some individuals. Therefore, we begin by investigating the difference between attachment to social media and social media addiction. Social media in this paper is defined as an interactive platform that allows social actors to create and share in multi-way, immediate, and contingent communications (VanMeter et al. 2015).
About Rebecca VanMeter
Rebecca VanMeter joined Ball State as an assistant professor of marketing in 2014. She teaches undergraduate marketing research and social media marketing. Her research focuses on issues related to social media, servant leadership, ethics, and research methods. She has published papers in the Journal of Business Ethics and various conference proceedings.
VanMeter received her undergraduate degree in business administration from the University of Pikeville in 2004, her master of business administration from the University of Kentucky in 2009, and her Ph.D. from the University of Texas - Arlington in 2014.