Gender roles in social network sites from generation Y

One of the fundamental and most commonly used communication tools by the generation Y or Millennials are online social networks. The first objective of this study is to model the effects that exercise social participation, community integration and trust in community satisfac-tion, as an antecedent of routinization. Besides, we propose as a second objective checking if gender roles proposed to underlie the different beha-viors that develop social network users. An empirical study was carried out on a sample of 1,448 undergraduate students that are SNS users from Generation Y. First, we applied a structural equation modeling approach to test the proposed model. Second, we followed a methodology using a scale of masculinity and femininity to categorize the sample obtaining three groups: feminine, masculine, and androgynous.