Examining Individuals’ Social Media Usage Motivations: A Scale Development Study

Öz

The study aims to develop a comprehensive scale to determine individuals' motivations for using social media. In this context, the Social Media Usage Motivation Scale (SMUM Scale) was developed to determine individuals' motivations for using social media. Five different scale development processes suggested in the literature were followed in the scale development process. A pool of statements was created with a literature review and in-depth interviews in the first and second steps. In the third step, EFA analyses, in the fourth step, EFA and CFA analyses, and in the fifth step, validity and reliability processes were examined. As a result of the research, a comprehensive scale covering internal, external and environmental dimensions for social media usage motivations was proposed. The following sub-dimensions were suggested for the intrinsic dimension; advice-giving, effectiveness, conscious approval, hedonic and belonging; for the extrinsic dimension; gaining fame attracting attention, catching business environment, creating business environment; and for the environmental dimension; social support, a sense of responsibility and benefit to society. This research contributes to the literature and practitioners with a comprehensive scale suggested for social media usage motivations and the information to be obtained from other research results using the scale.

Anahtar Kelimeler

• Social media usage motivation scale (SMUM Scale)
• Intrinsic
• Extrinsic
• Environmental
• Scale development

Bireylerin Sosyal Medya Kullanım Motivasyonlarının İncelenmesi: Ölçek Geliştirme Çalışması

Öz

Çalışmada bireylerin sosyal medya kullanım motivasyonlarının belirlenmesine yönelik kapsamlı bir ölçek geliştirmek amaçlanmaktadır. Bu kapsamda bireylerin sosyal medya kullanım motivasyonlarını belirlemek için Sosyal Medya Kullanım Motivasyonu Ölçeği (SMKM Ölçeği) geliştirilmiştir. Ölçek geliştirme sürecinde literatürde önerilen beş farklı ölçek geliştirme süreci adım adım izlenmiştir. İlk adımda ve ikinci adımda literatür taraması ve derinlemesine görüşmeler ile ifade havuzu oluşturulmuştur. Üçüncü adımda AFA analizleri, dördüncü adımda AFA ve DFA analizi ve beşinci adımda geçerlilik ve güvenirlik süreçleri incelenmiştir. Araştırma sonucunda sosyal medya kullanım motivasyonlarına yönelik içsel, dışsal ve çevresel boyutları kapsayan kapsamlı bir ölçek önerilmiştir. İçsel boyuta ait tavsiye verme, etkin olma, bilişsel onay, hedonik ve aidiyet, dışsal boyutta ün kazanma dikkat çekme, iş ortamı yakalama ve iş ortamı yaratma, çevresel boyutta sosyal destek, sorumluluk duygusu ve toplumsal yarar alt boyutları önerilmiştir. Bu araştırma sosyal medya kullanım motivasyonlarına yönelik önerilen kapsamlı bir ölçek ile ve ölçek kullanılarak yapılacak diğer araştırma sonuçlarından elde edilecek bilgilere yönelik literatüre ve uygulayıcılara katkı sağlamaktadır.

Anahtar Kelimeler

• Sosyal medya kullanım motivasyonu ölçeği (SMKM Ölçeği)
• İçsel
• Dışsal
• Çevresel
• Ölçek geliştirme

Kaynakça

1. Alam, M. N., Ogiemwonyi, O., Alshareef, R., Alsolamy, M., Mat, N., ve Azizan, N. A. (2023). Do social media influence altruistic and egoistic motivation and green purchase intention towards Green Products? An experimental investigation. Cleaner Engineering and Technology, 15, 100669.
2. Alhabash, S., Park, H., Kononova, A., Chiang, Y. H., ve Wise, K. (2012). Exploring the motivations of Facebook use in Taiwan. Cyberpsychology, Behavior, and Social Networking, 15(6), 304-311.
3. Al-Menayes, J. J. (2013). The Role of mass media and secondary groups in the formation of public opinion. Arab Journal for the Humanities, 31(124).
4. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656.
5. Balcı, Ş., ve Karaman, S. Y. (2023). Sosyal medya kullanım motivasyonlarının yalan haber paylaşımı üzerindeki etkileri: Konya’daki üniversite gençliği araştırması. Erciyes İletişim Dergisi, 10(2), 749-775.
6. Barak, A. (2018). Sosyal medya kullanım motivasyonları üzerine karşılaştırmalı bir araştırma: Facebook, Twitter, Intagram örneği [Yüksek lisans tezi, Akdeniz Üniversitesi]. YÖK Ulusal Tez Merkezi Veri Tabanı.
7. Baumeister, R. F., ve Leary, M. R. (1995). The need to belong: Desire for interpersonal attachments as a fundamental human motivation. Psychological Bulletin, 117(3), 497–529.
8. Bazı, S., Filieri, R., ve Gorton, M. (2020). Customers’ motivation to engage with luxury brands on social media. Journal of Business Research, 112, 223-235.

9. Berdida, D. J. E., ve Grande, R. A. N. (2023). Nursing students’ nomophobia, social media use, attention, motivation, and academic performance: A structural equation modeling approach. Nurse Education in Practice, 70, 103645.
10. Berdida, D.J.E., ve Grande, R.A.N., (2023). Academic stress, COVID-19 anxiety and quality of life among nursing students: the mediating role of resilience. International Nursing Review, 70(1), 34–42.
11. Buzeta, C., De Pelsmacker, P., ve Dens, N. (2020). Motivations to use different social media types and their impact on consumers’ online brand-related activities (COBRAs). Journal of Interactive Marketing, 52(1), 79-98.
12. Campisi, J., Folan, D., Diehl, G., Kable, T., ve Rademeyer, C. (2015). Social media users have different experiences, motivations, and quality of life. Psychiatry Research, 228(3), 774-780.
13. Casale, S., ve Fioravanti, G. (2015). Satisfying needs through social networking sites: A pathway towards problematic Internet use for socially anxious people? Addictive Behaviors Reports, 1, 34–39.
14. Casale, S., ve Fioravanti, G. (2018). Why narcissists are at risk for developing Facebook addiction: The need to be admired and the need to belong. Addictive Behaviors, 76, 312–318.
15. Chavez, L., Ruiz, C., Curras, R., ve Hernandez, B. (2020). The role of travel motivations and social media use in consumer interactive behaviour: A uses and gratifications perspective. Sustainability, 12(21), 8789.
16. Chen, G. M. (2010). Tweet this: A uses and gratifications perspective on how active Twitteruse gratifies aneedto connect withothers. Computers in Human Behavior, 27(2), 755–762.
17. Chen, H.-T., ve Kim, Y. (2013). Problematic use of social network sites: The interactive relationship between gratifications sought and privacy concerns. Cyberpsychology, Behavior, and Social Networking, 16(11), 806–812.
18. Cheung, C. M. K., ve Lee, M. K. O. (2010). A theoretical model of intentional social action in online social networks. Decision Support Systems, 49(1), 24–30.
19. Churchill, G. A., (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64–73.
20. Correa, T., Hinsley, A. W., ve de Zú˜ niga, H. G. (2010). Who interacts on the Web?: The intersection of users’ personality and social media use. Computers in Human Behavior, 26(2), 247–253.
21. Crabtree, M. A., ve Pillow, D. R. (2018). Extending the Dual Factor Model of Facebook Use: Social motives and network density predict Facebook use through impression management and open self-disclosure. Personality and individual differences, 133, 34-40.
22. Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
23. Csikszentmihalyi, M. (1988). The flow experience and its significance for human psychology. In M. Csikszentmihalyi, I. S. Csikszentmihalyi (Eds.), Optimal experience: Psychological studies of flow in consciousness (15–35). Cambridge: Cambridge University Press.
24. Delbaere, M., Michael, B., & Phillips, B. J. (2021). Social media influencers: A route to brand engagement for their followers. Psychology & Marketing, 38(1), 101-112.
25. DeVellis, R. F., ve Thorpe, C. T. (2022). Scale development: Theory and applications. Sage publications.
26. Di Gangi, P. M., & Wasko, M. M. (2016). Social media engagement theory: Exploring the influence of user engagement on social media usage. Journal of Organizational and End User Computing (JOEUC), 28(2), 53-73.
27. Erdogan, İ., ve Alemdar, K. (1990). İletişim ve toplum: Kitle iletişim kuramları tutucu ve değişimci yaklaşımlar, Ankara, Bilgi Yayınevi.
28. Gao, W., Liu, Z., ve Li, J. (2017). How does social presence influence SNS addiction? A belongingness theory perspective. Computers in Human Behavior, 77, 347–355.
29. Ghaisani, A.P., Handayani, P.W., ve Munajat, Q. (2017). Users’ motivation in sharing information on social media. Procedia Computer Science, 124, 530-535.
30. Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review, 26(2), 106-121.
31. Hensley, R. L. (1999). A review of operations management studies using scale development techniques. Journal of Operations Management, 17(3), 343-358.
32. Hinkin, T. R. (2005). Scale development principles and practices. Research in organizations: Foundations and methods of inquiry, 1, 161–179.
33. Huang, L.-Y., Hsieh, Y.-J., ve Wu, Y.-C. (2014). Gratifications and social network service usage: The mediating role of online experience. Information and Management, 51(6), 774–782.
34. Johnson, P.R. ve Yang, S. (2009). Uses and gratifications of twitter: an examination of user motives and satisfaction of twitter use. Communication Technology Division of the annual convention of the Association for Education in Journalism and Mass Communication’da sunulan bildiri. Boston: Massachusetts.
35. Karaca, Ş. (2021). Sosyal medya kullanım motivasyonlarının kişilik özellikleri ve yaşam doyumu açısından incelenmesi. Yönetim ve Ekonomi Dergisi, 28(1), 205-226.
36. Katz, E., Blumler, J. G., ve Gurevitch, M. (1973). Uses and gratifications research. Public Opinion Quarterly, 37(4), 509.
37. Kelman, H. (1961). Process of opinion change. Public Opinion Quarterly, 25(1), 57-78.
38. Kelman, H. C. (1959). Compliance, identification, and internalization: Three of process attitude change. Journal of Conflict Resolution, 2(1), 51–60.
39. Ki, C.W.C., ve Kim, Y.K. (2019). The mechanism by which social media influencers persuade consumers: the role of consumers’ desire to mimic. Psychology and Marketing, 36(10), 905-922.
40. Kim, M., Jun, M., ve Han, J. (2023). The relationship between needs, motivations and information sharing behaviors on social media: Focus on the self-connection and social connection. Asia Pacific Journal of Marketing and Logistics, 35(1), 1-16.
41. Kipp, M. E., Beak, J., & Choi, I. (2017). Motivations and intentions of Flickr users in enriching flick records for library of congress photos. Journal of the Association for Information Science and Technology, 68(10), 2364-2379.
42. Kircaburun, K., Alhabash, S., Tosuntas¸, S. B., ve Griffiths, M. D. (2018). Uses and gratifications of problematic social media use among university students: A simultaneous examination of the big five of personality traits, social media platforms, and social media use motives. International Journal of Mental Health and Addiction, 18(3), 525–547.
43. Kline, R. B. (2023). Principles and practice of structural equation modeling. Guilford publications.
44. Koo, C., Wati, Y., ve Jung, J. J. (2011). Examination of how social aspects moderate the relationship between task characteristics and usage of social communication technologies (SCTs). International Journal of Information Management, 31(5), 445–459
45. Lai, C. H. (2019). Motivations, usage, and perceived social networks within and beyond social media. Journal of Computer-Mediated Communication, 24(3), 126-145.
46. Lee, J. A., & Eastin, M. S. (2021). Perceived authenticity of social media influencers: scale development and validation. Journal of Research in Interactive Marketing, 15(4), 822-841.
47. Lee, Y. (2020). Motivations of employees' communicative behaviors on social media: Individual, interpersonal, and organizational factors. Internet Research, 30(3), 971-994.
48. Lull, J. (2001). Medya iletişim kültür. (Çev: N.Güngör). Ankara: Vadi Yayınları.
49. Mahdikhani, Z. (2016). An overview of motivation: The challenges and the importance of motivation for second language acquisition. Journal For The Study of English Linguistics 4(1): 53-59.
50. Marino, C., Vieno, A., Pastore, M., Albery, I. P., Frings, D., ve Spada, M. M. (2016). Modeling the contribution of personality, social identity and social norms to problematic Facebook use in adolescents. Addictive Behaviors, 63, 51–56.
51. Masur, P. K., Reinecke, L., Ziegele, M., ve Quiring, O. (2014). The interplay of intrinsic need satisfaction and Facebook specific motives in explaining addictive behavior on Facebook. Computers in Human Behavior, 39, 376–386.
52. McQuail, D. (2005). McQuail‟s mass communication theory. London: Sage Publications.
53. McShane, L., Pancer, E., Poole, M., ve Deng, Q. (2021). Emoji, playfulness, and brand engagement on twitter. Journal of Interactive Marketing, 53(1), 96-110.
54. Muntinga, D. G., Moorman, M., ve Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising, 30(1), 13-46.
55. Musa, A.S., Azmi, M.N.L. ve Ismail, N.S. (2015). Exploring the uses and grafications theory in the use of social media among the students of mass communication in Nigeria. Malaysian Journal of Distance Education, 17(2), 83-95.
56. Netemeyer, R. G. (2003). Scaling procedures: Issues and applications. Sage Publications.
57. Nunnally, J. C. (1978). An overview of psychological measurement. Clinical diagnosis of mental disorders: A handbook, 97-146.
58. Oh, S., ve Syn, S. Y. (2015). Motivations for sharing information and social support in social media: A comparative analysis of Facebook, Twitter, Delicious, You Tube, and Flickr. Journal of the Association for Information Science and Technology, 66 (10), 2045-2060.
59. Oxford Living Dictionaries. Motivation - definition of motivation in English (Oxford Dictionaries. Oxford Dictionaries) English. Available at: https://en.oxforddictionaries.com/definition/motivation. (Accessed: 17 December 2023)
60. Peter, J. P. (1979). Reliability: A review of psychometric basics and recent marketing practices. Journal of marketing research, 16(1), 6-17.
61. Ponnusamy, S., Iranmanesh, M., Foroughi, B., ve Hyun, S. S. (2020). Drivers and outcomes of Instagram addiction: Psychological well-being as moderator. Computers in Human Behavior, 107, 106294.
62. Rummel, F., & Fairhurst, C. (1970). Determination of the post-failure behavior of brittle rock using a servo-controlled testing machine. Rock mechanics, 2, 189-204.
63. Ryan, R., ve Deci, E. (2000). Self-determination theory and the facilitation of intrinsic motivation. American Psychologist, 55(1), 68–78.
64. Schwab, D.P., 1980. Construct validity in organization behavior. In: Staw, B.M., Cummings, L.L. (Eds.), Research in Organizational Behavior, vol. 2. JAI Press, Greenwich, CT.
65. Seidman, G. (2012). Self-presentation and belonging on Facebook: How personality influences social media use and motivations. Personality and Individual Differences, 54, 402-407.
66. Sheldon, K. M., Abad, N., ve Hirsch, C. (2011). A two-process view of Facebook use and relatedness need-satisfaction: Disconnection drives use, and connection rewards it. Journal of Personality and Social Psychology, 100, 766–775.
67. Silius, K., Miilumaki, T., Huhtamaki, J., Tebest, T., Merilainen, J., ve Pohjolainen, S. (2010). Students' motivations for social media enhanced studying and learning. Knowledge Management, E-Learning, 2(1), 51.
68. Singh, P. (2024). Beyond the basics: Exploring the impact of social media marketing enablers on business success. Heliyon.
69. Song, J., ve Schuett, M. A. (2023). Examining the relationship between social media users’ motivation and place attachment to national parks. Journal of Outdoor Recreation and Tourism, 44, 100628.
70. Petrosyan, A. (2023). Number of internet and social media users worldwide as of January 2023. Erişim Adresi: Statista database: https://www. statista. com/statistics/617136/digital-population-worldwide.
71. Sun, Y., ve Zhang, Y. (2021). A review of theories and models applied in studies of social media addiction and implications for future research. Addictive Behaviors, 114, 1-10.
72. Utz, S., Tanis, M., ve Vermeulen, I. (2012). It is all about being popular: The effects of need for popularity on social network site use. Cyberpsychology, Behavior, and Social Networking, 15, 37–42.
73. Ürkmez, S., ve Eskicumalı, A. (2021). Kullanımlar ve doyumlar teorisi çerçevesinde COVID-19 pandemi sürecinde bireylerin sosyal medya kullanım motivasyonları: Instagram örneği. Sosyal, Beşeri ve İdari Bilimler Dergisi, 4(2), 111-129.
74. Wang, F., ve Li, Y. (2023). Social media use for work during non-work hours and work engagement: Effects of work-family conflict and public service motivation. Government Information Quarterly, 40(3), 101804.
75. Wang, S. M., ve Lin, J. C. C. (2011). The effect of social influence on bloggers’ usage intention. Online Information Review, 35(1), 50–65.
76. Whiting, A. ve Williams, D. (2013). Why people use social media: A Uses and gratifications. Approach Article İn Qualitative Market Research, 169, 4, 362-368.
77. Wood, H. C., ve Watson, P. M. (2023). Critical consumers: How do young women with high autonomous motivation for exercise navigate fitness social media?. Computers in Human Behavior, 148, 107893.
78. Yeniçıktı, N. T. (2016). Sosyal medya kullanım motivasyonları: Facebook ve Twitter kullanıcıları üzerine kullanımlar ve doyumlar araştırması. [Yayımlanmamış doktora tezi]. Selçuk Üniversitesi, Sosyal Bilimler Enstitüsü, Konya.