Association of demographics,motives and intensity of using Social Networking Sites with the formation of bonding and bridging social capital in Pakistan |
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| Affiliation: | 1. Department of Sociology, University of Gujrat, Pakistan;2. Department of Sociology, University of the Punjab, Lahore, Pakistan;3. Department of Information Management, University of the Punjab, Lahore, Pakistan;1. College of Materials Science and Engineering, Chongqing University, Chongqing 400044, China;2. National Engineering Research Center for Magnesium Alloys, Chongqing University, Chongqing 400044, China;3. Chongqing Academy of Science and Technology, Chongqing, Chongqing 401123, China;4. School of Materials Science and Engineering, Dalian University of Technology, Dalian 116024, China;5. Department of Physics, Quaid-i-Azam University, Islamabad 46000, Pakistan;1. Department of Communication, School of Journalism, Renmin University of China, China;2. Department of Communication, George Mason University, United States;1. The College of Hotel & Tourism Management, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Republic of Korea;2. The College of Business, University Of Illinois at Urbana-Champaign, Champaign, IL 61820, USA;1. Pharmaceutical Health Services Research Department, University of Maryland School of Pharmacy, Baltimore, MD, USA;2. Department of Social and Behavioral Sciences, Harvard T.H. Chan School of Public Health, Boston, MA, USA;3. Institute of Medical Psychology and Medical Sociology, Georg-August-University Göttingen, Göttingen, Germany;1. Department of Sociology, Government Islamia College, Kasur, Pakistan;2. Department of Sociology, University of the Punjab, Lahore, Pakistan |
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| Abstract: | The objectives of this confirmatory study were to investigate the association of socio-economic demographics (age, education of respondent, gender, monthly family income, parentage education), motives (communication and information, self-actualization and outward looking) of using Social Networking Sites (SNSs) and attitudinal and behavior variable (intensity of using SNS, self-esteem, gratification with university life, duration of use, and number of ties) with the formation of bonding and bridging social capital. Total 461 students, aged 18–35 years filled the questionnaire, from randomly selected departments of University of the Punjab, Lahore, Pakistan. Regression analysis was used to assess the association among variables. The study indicated that Facebook is the most popular SNS among university students in Pakistan. Intensity of using SNS, duration of using SNSs, and motives of using SNSs were found to be positively associated with formation of bonding and bridging social capital. Self-esteem and gratifications with university life were found to be significant predictors in formation of bonding social capital only. The demographics variables (education, parentage education, monthly family income) had no influence on formation of both bonding and bridging social capital. |
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| Keywords: | Bonding social capital Bridging social capital Motives of SNS Intensity of SNS use Social networking sites (SNS) Self-esteem Pakistan |
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