Young people's use of online social networking sites – a uses and gratifications perspective

Abstract

Purpose -The purpose of this paper is to explore why young people use and participate in social networking sites (SNSs) with specific reference to Bebo. Design/methodology/approach -A qualitative approach is employed in this paper with a view to exploring the uses and gratifications (U and G) that girls aged 12-14 years, both seek and obtain from the Bebo SNS. The research is conducted in a school setting in Ireland. Findings -The findings indicate that the participants are actively using Bebo for their own personal motives and gratifications in terms of presenting and managing a certain identity and persona in a social context. Furthermore, the relatively impersonal nature of the online environment is seen to especially facilitate the young participants in negotiating the practicalities and difficulties that can arise offline, in terms of forging identities and managing relationships. Originality/value -U and G theory has attracted criticism in terms of a perceived limitation that it only serves to offer lists of reasons as to why audiences attend to the media, and furthermore, a perception that much of the extant U and G research has desisted from discerning between gratifications sought (GS) and gratifications obtained (GO). This paper affirms the appropriateness of the U and G theoretical approach in the context of online research. The authors conclude that SNS such as Bebo facilitate the participants in this paper in executing personal aims (for example, identity creation and management) with a view to obtaining certain gratifications (for example, peer acceptance). Therefore, a clear distinction but inextricable link is demonstrated between the GS and GO from participating in SNS.

Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective

“…Past studies (e.g. Beniwal, Dhar-James, & Tomer, 2015;Dunne, Lawlor, & Rowley, 2010;Dogruer et al, 2011;Valenzuela et al, 2009) found it most common and signifi cation user motivation to participate in SNSs. Reinecke et al (2014) identifi ed entertainment as the most prominent user motivation for using SNSs.…”

“…Dunne et al, 2010;Hollenbaugh & Ferris, 2014;Sharma & Verma, 2015;Wijesundara, 2014) discovered pass time an important predictor of SNSs use. Muntinga et al (2011) defi ned pass time as participating in SNSs or using the content appearing on these websites for the purpose of killing the unoccupied time and coping with monotony.…”

“…In particular, since a long time entertainment motivation has been recognized one of the major determinants of media usage (Sherry, 2004). Several past studies such as Valenzuela et al (2009), Dunne et al (2010), Reinecke et al (2014) and Beniwal et al (2015) have identifi ed entertainment seeking a most common and prominent user motivation for using SNSs. Some past researches (e.g.…”

“…Recently, several studies (e.g. Al-Menayes, 2015;Dunne et al, 2010;Orchard et al, 2014) found media uses and gratifi cations theory effective and relevant in measuring the user motivations for participating in SNSs. In addition, some studies (e.g.…”

Toward an Understanding of Uses and Gratifications Theory and the Sense of Virtual Community on Knowledge Sharing in Online Game Communities

“…Furthermore, Park et al, [38] indicated that socializing was regard as a form of gratification which stimulate people actively participate in Facbook using. Dunne et al, [39] suggested that the key determinant of social ties is sustaining and enhancing the relationship with others. Taken as a whole, this study argue that when the social media such as virtual community satisfy the features of uses and gratifications, which potentially encourages the advancement of relationships and increases the sense of belonging of the virtual community.…”