Özet:

This study aims to reveal activities which undergraduate students studying at Faculties of Economics and Administrative Sciences in Turkey perform on social media based on their social media usage behaviours and motivations, and to investigate whether different clusters are formed in realization of activities which emerge as a result of factor structure. Within this framework, Exploratory Factor Analysis and K-means Cluster Analysis were applied to final 995 respondents’ data which were collected from undergraduate students at the Faculty of Economics and Administrative Sciences of Gazi University through face-to-face survey method. As a result of analyses, it was found that undergraduate students were divided into six different clusters in terms of their social media platforms usage behaviours in accordance with the scale used in the study which measures social media user behaviours, and these clusters had their unique characteristics. Within this respect, clusters were titled as “Movers and Shakers”, “Game Lovers”, “Abstainers”, “Followers”, “Sharers” and “Socializers”

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