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Dissertation (Outline Research Proposal)

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Individuals born between 1980 and 1995, rpresents an era of teens and young adults who grew up with technology and are among the most avid users of social networking’ (Rutledge, 2008). Scial Networking sites have become part of the life of Generation Y. A important as it is to have residential addresses, Gneration Y considers it equally important to have a social networking address. Gven the popularity of social networking sites among Generation Y, oganizations have begun exploring advertising on these sites. ‘ocial Networking is just one of the consumer technologies, icluding blogs, wkis and virtual worlds, t cross over to the corporate world’ (Smith and Salvendy, 2009).

Bt the advertising content must differ since Generation Y has become used to the traditional advertising techniques. Tey tend to tune out the advertising of women falling around men with just one spray of a perfume. T reach Generation Y, oganizations have to more honest and direct in their advertising techniques (Garland, 2007). Gneration Y is more of a rebel and has shaped their opinions and views around the opinions views of their own peers.

Prents have not been the guiding figures in the lives of Generation Y since they were raised in a time when both parents worked for a living. Terefore, te opinions and views of the peer matter most to this generation. Tis is one reason Generation Y wants to remain connected with their peers and depend on them to guide them towards the best choice. Wrd-of-mouth or rather word-of-sms is thus the most effective form of advertising for this generation (Sheahan, 2005). Bfore we initiate research, i is imperative to have background knowledge of the topic.

Fr this reason, aliterature review will be conducted where literature written on this specific topic will be consulted. Te next part of the research would be to lay down the method of conducting the research. Snce this research concerns social networking sites and its users, te most obvious choice would be users from popular social networking sites. Ppular social networking sites include Facebook, MSpace, YuTube, Titter, LnkedIn etc. Uers will be selected randomly from such sites and equal of users would represent each social networking sites.

Te users selected from the social networking sites would be interviewed. Tey could be interviewed face-to-face. Te purpose of using interview as a research method is to set the mood for...

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