It is not for fun: An examination of social network site usage

Social networking sites (SNS) have become a significant component of people's daily lives and have revolutionized the ways that business is conducted, from product development and marketing to operation and human resource management. However, there have been few systematic studies that ask why people use such systems. To try to determine why, we proposed a model based on uses and gratifications theory. Hypotheses were tested using PLS on data collected from 148 SNS users. We found that user utilitarian (rational and goal-oriented) gratifications of immediate access and coordination, hedonic (pleasure-oriented) gratifications of affection and leisure, and website social presence were positive predictors of SNS usage. While prior research focused on the hedonic use of SNS, we explored the predictive value of utilitarian factors in SNS. Based on these findings, we suggest a need to focus on the SNS functionalities to provide users with both utilitarian and hedonic gratifications, and suggest incorporating appropriate website features to help users evoke a sense of human contact in the SNS context.     

Gratifications and social network service usage: The mediating role of online experience

This paper incorporates dual theories from communication research (uses and gratifications) and psychology research (online flow) to examine consumer behavior in the use of social network services. In particular, the study proposes that consumers’ online experience of interaction and arousal serves as the mediator of the relationship between social motivations and use behaviors. The empirical results indicate that arousal fully mediates the relationship between social gratifications and problematic social network service use. Furthermore, both interaction and arousal are partial mediators of the relationship between social gratifications and the intention to revisit social networking websites.     

Use of social networking sites for product communication: A comparative study of Hispanics and non-Hispanic whites

This study extends the uses and gratification theory and examines SNS use in a specific context, namely product communication, among Hispanic and non-Hispanic whites, two important consumer segments in the U.S. market. It tests the relationships between motivations, attitudes, and usage outcomes that are unique to SNSs in an integrative model. Structural equation modeling analysis of the results obtained from an Internet-based survey (N = 595) demonstrates that the information motivation predicts favorable attitudes and various usage outcomes in both groups. However, the motivation to socialize positively predicts attitudes and usage outcomes among Hispanics only, while the entertainment motivation emerges as a determining factor for whites only. Results from this study provide theoretical and managerial implications for the development of effective marketing communication in the area of social networking sites.     

Facebook as a toolkit: A uses and gratification approach to unbundling feature use

Research on social network sites (SNSs) typically employ measures that treat SNS use as homogenous although the user-base, user practices, and feature sets of these tools are increasingly diverse. Using a uses and gratifications approach, we address this problem by reconceptualizing SNSs as collections of features. Survey data collected from undergraduate students at a large Midwestern university (n = 267) revealed that users’ motivations for using Facebook predict their use of different features, such as status updates and Wall posts, but features that share similar capabilities do not necessarily share underlying motivations for use. When these results are contrasted against models employing a more unidimensional measure of Facebook use, we find differences between motivations for both general Facebook use and use of specific features of the site. This suggests that unidimensional measures of SNS use obfuscate motivations for using specific features. Theoretical and methodological implications of these findings and this approach are discussed.     

A dynamic longitudinal examination of social media use,needs, and gratifications among college students

This study extends the U&G theoretical perspective to account for the situated, adaptive, and dynamic nature of mediated cognition and behavior. It specifies dynamic uses and gratifications of social media (compared to other media) in the everyday lives of college students using experience sampling data across 4 weeks. The study tests and quantifies reciprocal causal relationships between needs, social media use, and gratifications, as well as their self-sustaining endogenous (i.e., feedback) effects. Social media use is significantly driven by all four categories of needs examined (emotional, cognitive, social, and habitual), but only gratifies some of them. Ungratified needs accumulate over time and drive subsequent social media use. Interpersonal social environments also affect social media use. In particular, solitude and interpersonal support increase social media use, and moderate the effects of needs on social media use.     

Multinational web uses and gratifications: Measuring the social impact of online community participation across national boundaries

This paper describes the rationale and findings from a multinational study of online uses and gratifications conducted in the United States, Korea, and the Netherlands in spring 2003. Survey questions developed in three languages by native speaking researchers was presented to approximately 400 respondents in each country via the Web. Web uses and gratifications were analyzed cross-nationally in a comparative fashion focusing on involvement in different types of on-line communities. Findings indicate that demographic characteristics, cultural values, and Internet connection type emerged as critical factors that explain why the same technology is adopted differently. Patricia Grace-Farfaglia is a doctoral student at Rensselaer Polytechnic Institute, Lally School of Management & Technology. Her area of concentration is in socioeconomic impacts of emerging technology, particularly how the consumer relates to new media innovation. Her dissertation explores how consumer risk segmentation affects marketing strategy. She has also lectured on new media technology, organizational, and marketing communications at the University of Connecticut and Rensselaer Polytechnic Institute. As a registered dietitian and adjunct lecturer at the University of Connecticut, she offers courses on nutrition and culture. She is also reviewer for the Journal of the American Dietetic Association. Raised in Elmira, New York, Patricia lives with her husband and two children in Newtown, Connecticut. Ad C. Dekkers (Ir., 1983) University of Wageningen, Netherlands) was from 1998–2005 research coordinator on Fontys University, Department of Communications. He developed educational material for new media (didacdisc, e-business basis material, CRM-cases library) and worked on ICT awareness and dissemination projects for economic and communication institutes. Ad Dekkers participated in research projects and publications with the University of Connecticut (New Media and the Communication Profession) and the Renselaer Polytechnic Institute (Uses and Gratification of Web Use). An article about the implementation of ICT-experiences in higher education has appeared in the Dutch magazine Thema (November 2004). As projectleader from the Digital University, Ad Dekkers co-produced a toolbox for developing and supporting Communities of Practice (ProCoP, 2005). The Digital University (De Digitale Universiteit) is a consortium of ten universities in the Netherlands. It focuses on the development and application of digital educational products and knowledge for higher education. At this moment Ad Dekkers is quality and educational consultant for Fontys University in the Netherlands. Binod Sundararajan is a fourth-year doctoral student in Communication & Rhetoric in the Department of Language, Literature and Communication at Rensselaer Polytechnic Institute (RPI), Troy NY. He also has a Master of Science degree in Electrical Engineering from RPI. His research interests include educational and organizational communication, social network analysis and computer-mediated communication. Specifically, he has been investigating the role of electronic communication and social dynamics factors like respect and influence in classroom projects in computer-supported collaborative learning and work environments. He is also involved in projects that have investigated multinational web use, eye movement data for PDA use and the study of the development and use of online social networks. Lois Peters is currently a principal investigator in the Nanotechnology Center at Rensselaer Polytechnic Institute and the NSF sponsored Nanoscale Engineering Research Center at Rensselaer Polytechnic Institute. Professor Peters current areas of interest lie in identifying key practices, core resources, and characteristics of socio-economic dynamics shaping business decisions regarding investment in, and commercialization of, emerging technologies. She continues to be an active member of the Radical Innovation Program which began in 1995 and is now in its second phase. She is co-author of Radical Innovation: How Mature Companies Can Outsmart Upstarts (Harvard Business Press).     

Cultural difference in motivations for using social network sites: A comparative study of American and Korean college students

While the explosive growth of social network sites is a common phenomenon across many countries, the ways people use them and their reasons for doing so may differ depending on their social and cultural milieu, for fundamental values are divergent from culture to culture. This study is an attempt to examine how cultural contexts shape the use of communication technology by examining the motives for and patterns of using social network sites among college students in the US and Korea. The findings of this study suggest that the major motives for using social network sites - seeking friends, social support, entertainment, information, and convenience - are similar between the two countries, though the weights placed on these motives are different. Reflecting the unique social nature of the medium, Korean college students put more weight on obtaining social support from existing social relationships, while American students place relatively greater emphasis on seeking entertainment. Additionally, American college students’ networks in an online social venue are far larger than their Korean counterparts, which may reflect the cultural difference between the two countries regarding developing and managing social relationships.     

Why men and women continue to use social networking sites: The role of gender differences

Organizations increasingly use social media and especially social networking sites (SNS) to support their marketing agenda, enhance collaboration, and develop new capabilities. However, the success of SNS initiatives is largely dependent on sustainable user participation. In this study, we argue that the continuance intentions of users may be gender-sensitive. To theorize and investigate gender differences in the determinants of continuance intentions, this study draws on the expectation-confirmation model, the uses and gratification theory, as well as the self-construal theory and its extensions. Our survey of 488 users shows that while both men and women are motivated by the ability to self-enhance, there are some gender differences. Specifically, while women are mainly driven by relational uses, such as maintaining close ties and getting access to social information on close and distant networks, men base their continuance intentions on their ability to gain information of a general nature. Our research makes several contributions to the discourse in strategic information systems literature concerning the use of social media by individuals and organizations. Theoretically, it expands the understanding of the phenomenon of continuance intentions and specifically the role of the gender differences in its determinants. On a practical level, it delivers insights for SNS providers and marketers into how satisfaction and continuance intentions of male and female SNS users can be differentially promoted. Furthermore, as organizations increasingly rely on corporate social networks to foster collaboration and innovation, our insights deliver initial recommendations on how organizational social media initiatives can be supported with regard to gender-based differences.     

The contribution of social network sites to exposure to political difference: The relationships among SNSs, online political messaging, and exposure to cross-cutting perspectives

The increasing popularity of social network sites (SNSs) has raised questions about the role of social network media in the democratic process. This study explores how use of SNSs influences individuals’ exposure to political difference. The findings show a positive and significant relationship between SNSs and exposure to challenging viewpoints, supporting the idea that SNSs contribute to individuals’ exposure to cross-cutting political points of view. Partisanship was not found to interact with SNS use, suggesting that SNSs contribute to expanding exposure to dissimilar political views across individuals’ partisanship. Online political messaging also has a direct effect on exposure to dissimilar viewpoints, and it mediates the association between SNSs and exposure to cross-cutting political views.     

Gratifications for using CMC technologies: A comparison among SNS,IM, and e-mail

Why and how people choose to use a particular computer-mediated communication (CMC) technology is a major concern. This study seeks to address the issues by applying the uses and gratifications theory, and attempts to explore the general and specific gratifications sought from the use of three CMC technologies. Three separate empirical surveys were conducted to investigate the gratifications sought from social networking sites, instant messaging, and e-mail. Then factor analysis was undertaken to extract the gratifications sought from each CMC technology. The extracted gratifications sought were then compared among the three technologies for concluding the general and specific gratifications. Four general gratifications were extracted among the three CMC technologies, including relationship maintenance, information seeking, amusement, and style. Two gratifications were specific: the sociability gratification sought from using instant messaging and social networking sites; and the gratification of kill time sought from using instant messaging. Moreover, the important levels of gratifications sought from the three CMC technologies were found to be different. Our findings provide evidence to explain why not all traditional CMC technologies are replaced by innovative and advanced ones. The results of this study may be applied to CMC technology design and provide implications for future research.     

Modeling hedonic is continuance through the uses and gratifications theory: An empirical study in online games

It has long been a challenge for online game providers that online game players frequently switch to alternative games without much hesitation. Current IS continuance theories are mainly developed to interpret user continuance of general utilitarian IS and are ineffective in interpreting user continuance of hedonic IS. In this study based on the uses and gratifications theory, a hedonic IS continuance model is developed by incorporating three types of gratification: hedonic gratification (enjoyment, fantasy and escapism); social gratification (social interaction and social presence); and utilitarian gratification (achievement and self-presentation). Age and gender are the moderating factors in the model. The research model is empirically assessed based on 3919 validated responses from the users of a social network game in China. In this study we found that three types of gratification affect an individual’s continuance intention to use a social network game: hedonic gratification (enjoyment, fantasy and escapism), utilitarian gratification (achievement) and social gratification (social interaction and social presence). The results provide weak support for the moderating effect of gender on the relationship between each antecedent and continuance intention, but offer strong support for the moderating effect of age on the relationships.     

Barriers to the adoption of social networking sites in Saudi Arabia's higher education

ABSTRACT

Social networking sites are increasingly being repurposed as academic tools in higher education institutions. In this context, social networking sites are used to support a number of key academic functions, including the sharing of ideas between students and academic staff, the forming of dedicated study groups, the exchange of links and other academic objects and self-publication. While these tools are readily being adopted in mainstream Western contexts, little is currently known regarding whether – and how – social networking sites are used in other geo-cultural regions. This study sought to redress this research gap by investigating what might constitute barriers to the adoption of social networking in higher education in Saudi Arabia from the students’ perspective. The study was based on the analysis of results derived from focus group discussions with university students at four Saudi Arabian universities. The research found that Saudi Arabian students are aware of, and welcome, social networking sites and are starting to use them for academic purposes in the same way that university students do in more mainstream contexts. However, the study did identify a range of barriers to uptake as highlighted by focus group participants.     

Getting acquainted through social network sites: Testing a model of online uncertainty reduction and social attraction

The first aim of this study was to examine which uncertainty reduction strategies members of social network sites used to gain information about a person who they had recently met online. The second aim was to investigate whether and how these uncertainty reduction strategies resulted in social attraction. Drawing on a survey of 704 members of a social network site, we found that respondents had used active, passive, and interactive strategies to reduce uncertainty about their new acquaintance. Interactive strategies were most effective in reducing uncertainty about the target person. Respondents’ level of uncertainty about the acquaintance mediated the relationships between the use of interactive uncertainty strategies and perceived similarity on the one hand and social attraction on the other. Finally, respondents’ perceived valence of the obtained information about the acquaintance moderated the relationship between the level of uncertainty and social attraction.     

Generational differences in content generation in social media: The roles of the gratifications sought and of narcissism

This study examines the roles of the gratifications sought and of narcissism in content generation in social media and explores the generational differences in motivations and in narcissistic personalities when predicting the usage of Facebook, blogs, and forums. Data were gathered from a probability sample of 596 social media users through a telephone survey in 2010. Factor analysis results showed that content generation using social media was satisfying five socio-psychological needs: showing affection, venting negative feelings, gaining recognition, getting entertainment, and fulfilling cognitive needs. In particular, people who used social media to meet their social needs and their need for affection tended to use Facebook and blogs. In contrast, when users wanted to air out discontent, they often turned to forums. Results also showed that exhibitionists seemed to use social media to show affection, express their negative feelings, and achieve recognition. The study found no generational differences in using Facebook and blogs as a means to satisfy social needs or the need for affection. However, differences in patterns of social media usage were found among Baby Boomers with different narcissistic personalities. The paper includes a discussion of the study’s limitations and suggestions for future research.     

Facebook self-disclosure: Examining the role of traits,social cohesion,and motives

Facebook has been shown to be the most popular social network in the United States. Facebook not only has implications in the online world, but face-to-face connections are also affected by this medium. This study explores the uses of Facebook for self-disclosure behavior utilizing the uses and gratifications perspective. Using a convenience sample of Facebook users, this study examines individual and sociological factors as well as Facebook motives to discover the impact on depth, breadth, and amount of user self-disclosure. Path analyses showed that the Big Five personality factors, self-esteem, social cohesion, and motives contribute to self-disclosure dimensions. However, demographic variables did not impact disclosiveness. Limitations are discussed and directions for future research are proposed.     

Computer mediated communication for social and academic purposes: Profiles of use and University students’ gratifications

The present study approaches the Internet as a social space, where university students make use of computer mediated communication (CMC) applications, i.e. e-mail, instant messaging and social network sites, in order to satisfy social and academic needs. We focus on university students, because they represent one of the most avid groups of CMC users and additionally, because they are expected to carry their perceptions of media with them into the work place and their social life. In order to investigate this issue, we conducted an empirical research using, as a target group, a sample of students from a specific Greek University. Grounded in the “uses and gratifications” perspective, we investigated the various profiles of CMC use by students along with (a) the students’ perceptions about social and academic usefulness of CMC applications, (b) the extent up to which these perceptions are correlated with students’ prior experience with the use of CMC applications, and (c) how both of these factors can predict the frequency of present use of CMC for social or academic purposes respectively. The results reveal that although these three CMC applications constitute “functional alternatives” (media that satisfy similar needs) they are different to the degree of their “functionality” for the gratification of social and academic needs. Furthermore, the degree of CMC use by students is not correlated with the years of CMC experience, but with the profile of use that students dynamically adopt according to their daily needs and preferences. The results provide evidence for the current CMC use by university students and can be useful for the implementation of further academic policies regarding CMC use in Higher Education settings.     

The bittersweet escape to information technology: An investigation of the stress paradox of social network sites

It seems counterintuitive for people to continue using Social network sites (SNSs) despite the stress they cause. This study addresses this issue by suggesting that a stress paradox exists on SNSs, and by developing process and variance theoretical models to explain this new type of IT-duality. It argues that SNS use occurs as a coping strategy that people adopt to deal with life-stress. It also argues that SNSs are stressful, due to more than excessive demands, since SNS use also involves privacy threats. An online survey of 633 Facebook, Instagram and Snapchat users provide support for the study’s main premise.     

Discovering associations between news and contents in social network sites with the D-Miner service framework

Very often, correlation analysis of behavioral patterns between social network sites and the society suggests that people's behaviors in social network sites are independent from external influences. Recently, some research works have demonstrated that the assumptions are not always true. The work presented in this paper shows an approach to identify the possible associations between social network sites and the society. It utilized the D-Miner service framework in which different social network analysis tools can be plugged-in and used. The framework is supported by multi-agents, which include crawlers for different social network sites, schedulers to dispatch user requests, and analysis engines with different analytical algorithms. Two new agents have been developed for the association identification. A crawler agent is to collect incidents in the society and an association agent is to identify which social media messages are correlated to corresponding incidents. These identified associations can be applied to the evaluation of correlation analysis such as tracing the information propagation between social network sites and the society; and indentifying whether the correlations of behavioral patterns between social network sites and the society have been dominated by those incidents or not. The new agents have been tested with satisfactory results in identifying the number of connections which support the association between social network sites and the society.     

The function of self-disclosure on social network sites: Not only intimate,but also positive and entertaining self-disclosures increase the feeling of connection

How can social network sites (SNS) foster relationships when most status updates on SNS are mainly entertaining and not very intimate? This finding cannot be explained by classical social psychological theories such as social penetration theory which regard disclosure intimacy as the main driver of relational outcomes. By building on literature on the role of capitalization and humor in relationship formation and maintenance, this paper suggests two alternative paths from public self-disclosure to relational outcomes. Respondents judged the content and relational effects of own and friends’ status updates as well as private conversations. In general, all types of messages were mainly positive and entertaining. The more intimate communication took place in private conversations; here, the classical link between disclosure intimacy and feeling connected still held. However, positive and entertaining self-disclosures also increased the feeling of connection, especially when reading friends’ updates. Interestingly, interaction partners’ responsiveness did not play a significant role, indicating that results from dyadic face-to-face interactions do not hold for public communication on social media. The study contributes to the development of a more differentiated model on the role of self-disclosure on SNS.     

Social network sites,marriage well-being and divorce: Survey and state-level evidence from the United States

This study explores the relationship between using social networks sites (SNS), marriage satisfaction and divorce rates using survey data of married individuals and state-level data from the United States. Results show that using SNS is negatively correlated with marriage quality and happiness, and positively correlated with experiencing a troubled relationship and thinking about divorce. These correlations hold after a variety of economic, demographic, and psychological variables related to marriage well-being are taken into account. Further, the findings of this individual-level analysis are consistent with a state-level analysis of the most popular SNS to date: across the U.S., the diffusion of Facebook between 2008 and 2010 is positively correlated with increasing divorce rates during the same time period after controlling for all time-invariant factors of each state (fixed effects), and continues to hold when time-varying economic and socio-demographic factors that might affect divorce rates are also controlled. Possible explanations for these associations are discussed, particularly in the context of pro- and anti-social perspectives towards SNS and Facebook in particular.