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Uses and Motivations for Facebook Use Among College Students. Abigail Price Taylor Wade Arika Zimmerman. Introduction. A wide array of social media is available to suit all interests, age groups, and purposes. Each of these social media options fulfill different needs among its users.

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Uses and motivations for facebook use among college students

Uses and Motivations for Facebook Use Among College Students

Abigail Price

Taylor Wade

Arika Zimmerman


  • A wide array of social media is available to suit all interests, age groups, and purposes.

  • Each of these social media options fulfill different needs among its users.

    Why do College Students use Facebook?

Purpose of study
Purpose Of Study

  • To study the relationship between college students’ and their use of one of the most prominent social media platforms, Facebook.

  • Relevant to:

    • College students (and other age groups)

      • To make themselves aware of how the information they consume on Facebook could potentially affect their self-concept and their need for virtual connection

  • Importance:

    • Provides insight to how feedback on social media networks affects how a person view himself or herself

Uses and gratifications theory
Uses and Gratifications Theory

  • This theory focuses on why people use particular types of media.

  • Katz main assumption in this theory is that people choose to use particular media, such as a specific television show or video game, to satisfy a personal need or desire (Griffin, 2012).

  • By looking at why individuals use a certain medium, media creators can tailor their social networks or types of media to attract a certain population or to fulfill certain desires

More uses and gratification
More Uses and Gratification

  • By understanding the needs that individuals have for media, it becomes easier to explain and be aware of the effects that the media can have on its users (Griffin, 2012).

  • The following research uses the Uses and Gratifications theory as a theoretical framework to reach for a deeper understanding into why people use Facebook and what they do with it.

Literature review overview the cons of social media use
Literature Review OverviewThe Cons of social media use

  • “Addicted media consumers feel compelled to consume media despite potentially negative consequences that make continued use appear irrational or out of control, even in their own eyes” (LaRose, Lin, & Eastin. p.226, 2003)

  • Overuse of social media may result in narcissistic personality traits (Buffardi & Campbell, 2008).

  • Students generalized to be advanced in multitasking as a result of social media usage

    • Found to reduce focus and attention span (Corrin, Lockyer, & Bennet, 2010).

Literature review overview the pros of social media use
Literature Review overviewThe pros of social media use

  • Facebook is used to:

    • connect with old friends

    • stay in the loop with current friends

    • make new friends (Ellison, Steinfield, and Lampe 2007)

    • fulfill desires for leisure, entertainment, and status (Starkman, 2007 as cited in Urista & Qingwen, 2008)


      Positive feedback on social network profiles often leads to greater self-esteem outside of the virtual world

Hypothesis 1
Hypothesis #1

Receiving positive feedback on Facebook increases users self-concept

  • Independent Variables:

    • Positive feedback.

    • Conceptual Definition:

      • Any type of comment or interaction from Facebook “friends” that supports the Facebook user.

        • Example: “ I agree,” “Congratulations,” and “Beautiful picture!”

Hypothesis 11
Hypothesis #1

  • Dependent Variable:

    • Facebook user’s self-concept

  • Conceptual Definition: “the mental image one has of ones self” (Mariam-Webster, 2011).

  • Operational Definition: Measured by how a person reacts emotionally when people interact with his or her posts on Facebook.

    • Whether they feel acknowledged, accepted, or gain confidence

    • Measured on 5-point Likert Scale

    • Low scores=low self-concept

    • High scores=high self-concept

Hypothesis 2
Hypothesis #2

The more a person uses Facebook, the more they feel a need for virtual camaraderie.

  • Independent Variable: Frequency of Facebook use.

  • Dependent Variable: Individuals motivations for using Facebook.

  • Conceptual Definition:

  • Operational Definition:

Research question
Research Question:

Is there a gender difference in the motivations for using Facebook.

  • Independent Variable: The Gender of the user.

  • Dependent Variable: The users’ motivations for Facebook use.

  • Conceptual Definition:

  • Operational Definition:


  • Convenience (Non Probability) Sampling

  • Face to Face Survey Question with brief conversation before giving out the survey.

  • Half Females, Half Males

  • Likert Scale Designed Questionnaire

  • Survey used 5-Point Likert Scales

Collection of data
Collection Of Data



Conducting the pilot study
Conducting The Pilot Study

  • In our pilot study, we gave our surveys to 6 students.

  • Errors found in the pilot study:

    • Spelling

    • Question Numbers (Two #2s)