4. Data Analysis
The total population chosen was 400 students from a French and an American university. The students were
junior or senior level. The students were enrolled in a technology or business related major, as some literature
suggested that positive effects of the use of digital technology and social media in education can be observed. The
study referred to those students as iGeneration youths' that are particularly creative with respect to social media and
show impeccable ability to create content (Ives, 2012). As students are more creative with social media, opinions
they hold relating to marketing communications (brands and ads on Facebook), play a significant role in
understanding the perceptions of trust on social media such as Facebook.
The response to the survey was 88.75% as 45 participants choose to opt out of the survey. The responses received
for the survey were having 66.38% male participants and 33.62% of female participants. There was only one
participant who opts to not disclose gender. There were 193 responses from ICN-Business school Nancy, France and
162 responses obtained from Illinois State University Normal, IL. In order to answer the research questions, the
following hypotheses were designed