Social media use among American Indians in South Dakota: Preferences and perceptions

TL;DR

This study explores social media preferences and perceptions among American Indians in South Dakota during COVID-19, highlighting increased usage and concerns about negative effects like misinformation and harassment.

Contribution

It provides novel insights into social media behaviors and perceptions specific to American Indians, a group underrepresented in existing research.

Findings

Facebook, YouTube, TikTok, Instagram, Snapchat are most preferred platforms.

Social media use increased significantly during COVID-19.

Negative perceptions of social media are linked to harassment, misinformation, and echo chambers.

Abstract

Social media use data is widely being used in health, psychology, and marketing research to analyze human behavior. However, we have very limited knowledge on social media use among American Indians. In this context, this study was designed to assess preferences and perceptions of social media use among American Indians during COVID-19. We collected data from American Indians in South Dakota using online survey. Results show that Facebook, YouTube, TikTok, Instagram and Snapchat are the most preferred social media platforms. Most of the participants reported that the use of social media increased tremendously during COVID-19 and had perceptions of more negative effects than positive effects. Hate/harassment/extremism, misinformation/made up news, and people getting one point of view were the top reasons for negative effects.