Conducted from October to December 2014, this research set out to gain an understanding of the motivation and behaviorist principles that underlie the social media communication of educated young Russian adult Muscovites aged between 25 – 34 years. Social exchange theory is used as a theoretical framework to investigate this particular communication. The empirical part of the research consisted in conducting 8 semi-structured interviews with Muscovites (equal number of males and females) about their social media behavior. The aim of the research was to gain a deep understanding of the social media communication phenomenon through the cases studied, without generalizing the obtained results to the population at large.

Continue reading →