Social Media Use Motives Explained by Uses and Gratifications Theory

Yıl 2025, Cilt: 28 Sayı: 55, 231 - 253, 28.03.2025

Elif Aksoy , Fatima Zehra Allahverdi

https://doi.org/10.18691/kulturveiletisim.1596623

Öz

There has been a significant increase in social media users worldwide since 2020. Each user has various expectations and needs to satisfy through social media use. Accordingly, users prefer different social media apps and engage in different activities on these platforms. This systematic review examined the relationship between social media engagement and social media use motives through the uses and gratifications theory. Rather than examining the relationships of the variables using cross-sectional studies, the current study utilized randomized controlled studies to increase validity. This resulted in a total of nine studies. All reviewed studies showed that social media use motives significantly affect engagement. Additionally, 19 distinct motives were identified, influencing both platform preference and user behavior within apps. User characteristics also played a role in shaping these social media motives. The findings of this review provide valuable insights into the underlying reasons for social media engagement and key factors related to social media use motives.

Anahtar Kelimeler

Social media use, uses and gratifications theory, motives for social media use

Kullanımlar ve Doyumlar Teorisi Açısından Sosyal Medya Kullanım Motivasyonları

Öz

2020'den bu yana, COVID - 19 kısıtlamalarının hayatımıza girmesiyle birlikte dünya çapında sosyal medya kullanıcıları sayısında önemli bir artış yaşandı. Her kullanıcının sosyal medya kullanımı yoluyla karşılamaya çalıştığı çeşitli beklentileri ve ihtiyaçları vardır. Buna göre kullanıcılar farklı sosyal medya uygulamalarını tercih ediyor ve bu platformlarda farklı aktivitelerde bulunuyor. Bu sistematik derleme, sosyal medya katılımı ile sosyal medya kullanım güdüleri arasındaki ilişkiyi Kullanımlar ve Doyumlar Kuramı üzerinden incelemiştir. Ayrıca sosyal medya kullanım güdülerini hem etkileyen hem de bu güdülerden etkilenen faktörleri aynı anda araştıran ilk makaledir. Kesitsel çalışmalar yerine geçerliliği artırmak için rastgele kontrollü çalışmalar kullanılmıştır. Buna göre, toplam dokuz çalışma derlemeye seçilmiştir. İncelenen tüm çalışmalar, sosyal medya kullanım güdülerinin katılımı önemli ölçüde etkilediğini göstermiştir. Ayrıca, platform tercihini ve uygulamalar içindeki kullanıcı davranışlarını etkileyen 19 farklı motivasyon nedeni belirlenmiştir. Kullanıcı özellikleri de bu sosyal medya güdülerinin şekillenmesinde rol oynamıştır. Bu derlemenin bulguları, sosyal medya katılımının altında yatan nedenler ve sosyal medya kullanım güdüsüyle ilgili temel faktörler hakkında değerli bilgiler sunmaktadır.

Anahtar Kelimeler

Sosyal medya kullanımı, kullanımlar ve doyumlar teorisi, sosyal medya kullanım motivasyonları

Kaynakça

• Allahverdi, F. Z. (2022). Relationship between perceived social media addiction and social media applications frequency usage among university students. Psychology in the Schools, 59(6), 1075-1087.
• Ben Amor, N. E., & Mzoughi, M. N. (2023). Do millennials’ motives for using snapchat influence the effectiveness of snap ads? SAGE Open, 13(3), 1-28.
• Bowden-Green, T., Hinds, J., & Joinson, A. (2021). Personality and motives for social media use when physically distanced: a uses and gratifications approach. Frontiers in Psychology, 12.
• Brooks, S., & Longstreet, P. (2015). Social networking’s peril: cognitive absorption, social networking usage, and depression. Cyberpsychology: Journal of Psychosocial Research on Cyberspace, 9(4).
• Bucknell Bossen, C., & Kottasz, R. (2020). Uses and gratifications sought by pre-adolescent and adolescent TikTok consumers. Young Consumers, 21(4), 463-478.
• Chen, H., & Lee, Y. J. (2018). Is Snapchat a good place to advertise? How media characteristics influence college-aged young consumers’ receptivity of Snapchat advertising. International Journal of Mobile Communications, 16(6), 697-714.
• Chen, M., & Peng, A. Y. (2023). Why do people choose different social media platforms? Linking use motives with social media affordances and personalities. Social Science Computer Review, 330-352.
• Coyne, S. M., Rogers, A. A., Zurcher, J. D., Stockdale, L., & Booth, M. (2020). Does time spent using social media impact mental health? An eight-year longitudinal study. Computers in Human Behavior, 104.
• Cristescu, I., & Balog, A. (2018). Exploring motives for using Facebook: A latent profile analysis . Studies in Informatic and Control, 27, 331-338.
• Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: a framework for engaging customers through social media content. European Journal of Marketing, 53(10), 2213-2243.
• Dolan, R., Conduit, J., Goodman, S., & Fahy, J. (2016). Social media engagement behaviour: A uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), 261-277.
• Dones, V., Flecha, J. A., Santos-Corrada, M. D., & Lo´pez, E. (2018). Millennial consumers: Gratifications through the use of Snapchat and its impact on impulsive motivations of purchase. ESIC Market Economic and Business Journal, 49(3), 501-516.
• Eşkisu, M., Hoşoglu, R., & Rasmussen, K. (2017). An investigation of the relationship between Facebook usage, big five, self-esteem and narcissism. Computers in Human Behavior, 69, 294-301.
• Ferris, A. L., & Hollenbaugh, E. E. (2018). A uses and gratifications approach to exploring antecedents to Facebook dependency. Journal of Broadcasting & Electronic Media, 62, 51-70.
• Ferris, A. L., Hollenbaugh, E. E., & Sommer, P. A. (2021). Applying the uses and gratifications model to examine consequences of social media addiction. Social Media and Society, 7(2), 1-16.
• Foroughi, B., Iranmanesh, M., Nikbin, D., & Hyun, S. S. (2019). Are depression and social anxiety the missing link between Facebook addiction and life satisfaction? The interactive effect of needs and self-regulation. Telematics and Informatics, 43.
• Frison, E., & Eggermont, S. (2016). Exploring the relationships between different types of Facebook use, perceived online social support, and adolescents’ depressed mood. Social Science Computer Review, 34(2), 153-171.
• Gu, L., Gao, X., & Li, Y. (2022). What drives me to use TikTok: A latent profile analysis of users’ motives. Frontiers in Psychology, 13.
• Horzum, M. B. (2016). Examining the relationship to gender and personality on the purpose of Facebook usage of Turkish university students. Computers in Human Behavior, 64, 319-328.
• Katz, E., Blumler, J. G., & Gurevitch, M. (1973). Uses and gratifications research. The Public Opinion Quarterly, 38(2), 164-181.
• Katz, E., Haas, H., & Gurevitch, M. (1973). On the use of the mass media for important things. American Sociological Review, 38(2), 164-181.
• Khan, M. L. (2017). Social media engagement: what motivates user participation and consumption on YouTube? . Computers in Human Behavior, 66, 236-247.
• Kowal, M., Sorokowski, P., Sorokowska, A., Dobrowolska, M., Pisanski, K., Oleszkiewicz, A., & …. Z. (2020). Reasons for Facebook usage: Data from 46 countries. Frontiers in Psychology, 11, 711.
• Malik, A., Dhir, A., & Nieminen, M. (2016). Uses and gratifications of digital photo sharing on Facebook. Telematics and Informatics, 33(1), 129-138.
• Manca, S., & Ranieri, M. (2016). Facebook and the others. Potentials and obstacles of social media for teaching in higher education. Computers & Education, 95, 216-230.
• Marino, C., Vieno, A., Moss, A. C., Caselli, G., Nikcevi ˇc, A. V., & Spada, M. M. (2016). Personality, motives and metacognitions as predictors of problematic Facebook use in university students. Personality and Individual Differences, 101, 70-77.
• Meng, K. S., & Leung, L. (2021). Factors influencing TikTok engagement behaviors in China: An examination of gratifications sought, narcissism, and the big five personality traits. Telecommunications Policy, 45.
• Menon, D., & Meghana, H. R. (2021). Unpacking the uses and gratifications of Facebook: A study among college teachers in India. Computers in Human Behavior Reports.
• Nijjer, S., & Raj, S. (2020). Social media use in academia: Towards topology development and investigation of dominant use motive. Journal of Information, Communication and Ethics in Society, 18(2), 255-280.
• Omar, B., & Dequan, W. (2020). Watch, share or create: the influence of personality traits and user motivation on TikTok mobile video usage. International Journal of Interactive Mobile Technologies, 14(4), 121-137.
• Phua, J., Jin, S. V., & Kim, J. (2017). Uses and gratifications of social networking sites for bridging and bonding social capital: A comparison of Facebook, Twitter, Instagram, and Snapchat. Computers in Human Behavior, 72, 115-122.
• Phua, J., Jin, S. V., & Kim, J. J. (2017). Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intentio. Telematics and Informatics, 34(1), 412-424.
• Provision Living. (2019). Smartphone Screen Time: Baby Boomers and Millennials. Retrieved from Provision Living: https://www.provisionliving.com/news/smartphone-screen-time-baby-boomers-and-millennials
• Scherr, S., & Wang, K. (2021). Explaining the success of social media with gratification niches: Motivations behind daytime, nighttime, and active use of TikTok in China. Computers in Human Behavior, 124.
• Shao, G. (2009). Understanding the appeal of user-generated media: A uses and gratification perspective. Internet Research, 19(1), 7-25.
• Sheldon, P., & Bryant, K. (2016). Instagram: motives for its use and relationship to narcissism and contextual age. Computers in Human Behavior, 58, 89-97.
• Sheldon, P., Antony, M. G., & Ware, L. J. (2021). Baby Boomers’ use of Facebook and Instagram: uses and gratifications theory and contextual age indicators. Heliyon, 1-7.
• Statista Search Department. (2024, April). Most popular social networks worldwide as of April 2024, by number of monthly active users. Retrieved from Statista: https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/
• Tang, C. S.-K., Koh, Y. W., & Gan, Y. (2017). Addiction to Internet use, online gaming, and online social networking among young adults in China, Singapore, and the United States. Asia-Pacific Journal of Public Health, 29(8), 673-682.
• Tiany, G. S. (2017). A Snapchat marketing perspective: examining the personality traits and motives that predict attitudes toward and engagement with non-sponsored and sponsored content in Snapchat. Retrieved from [Master's thesis, Universidad Metropolitana]: http://stars.library.ucf.edu/etd/5567
• Wegmann, E., Stodt, B., & Brand, M. (2015). Addictive use of social networking sites can be explained by the interaction of Internet use expectancies, Internet literacy, and psychopathological symptoms. Journal of Behavioral Addictions, 4(3), 155-162.
• Woods, H. C., & Scott, H. (2016). Sleepyteens: social media use in adolescence is associated with poor sleep quality, anxiety, depression and low self-esteem. Journal of Adolescence, 51, 41-49.
• Wu, T. Y., & Atkin, D. (2017). Online news discussions: exploring the role of user personality and motivations for posting comments on news. Journalism and Mass Communication Quarterly, 94, 61-80.
• Yau, J., & Reich, S. (2018). It’s just a lot of work: adolescents’ self-presentation norms and practices on Facebook and Instagram. Journal of Research on Adolescence, 29(1), 196-209.
• Zhu, W., Mou, J., Kim, J., Hong, T., Benyoucef, M., & Chen, S. (2023). Understanding the relationship between social media use and depression: a review of the literature. Online Information Review, 47(6), 1009-1035.