The Influence and Effect of Digital Divide on Students Purchase: Comparison of Urban and Rural Cases

Abstract

The advent of new media can change the world more quickly than the old media. We are living in the world in which the media take part in daily life. New technology brings blessing to those who adopt compare to those who are not willing to adopt or passing through the digital divide. Students use new technologies and social media for various purpose but now social media is used as a platform of business. For this article, this research has covered quantitative research method and the sample was divided by 700 students in two different countries, the questionnaire was used as a research tool. Most of the students of developing countries in the world is facing Digital Divide which forces people to depend on old media such as television contains audio and visual content which is undergoing considerable change that creates obstacle to those people are living with Digital Divide as consequence transforming the rural lives differently due to old media. The purpose is to determine if there is a significant difference in students influence on social media and television advertisements. The major contribution of this paper is new (social media) and old technologies (television) to what extent they influenced by those advertisements. A study conducted between Turkish Republic of Northern Cyprus (urban) and Bangladesh (rural) at analyzing the influence of digital divide of country-level factors, such as gender, technological infrastructure, income which would be provided to identify that by adopting of new media and old technology.