Interpersonal communication and brand interaction on mobile social media: South African adolescents' use of MXit, Facebook Twitter
This paper explores the mobile social networking patterns of a sample of Black, White and Coloured adolescents attending three different schools in Cape Town, South Africa. The researcher utilises the Uses and Gratifications theory and qualitative research methodology in the form of focus groups and one-on-one semi-structured interviews to explore what gratifications this sample of students, aged 14-7 years, derive from three mobile social networking brands - MXit, Facebook and Twitter.
Networked Digital Library of Theses and Dissertations