Gratifications of Facebook: A Literature Review
Journal Title: Online Journal of Communication and Media Technologies - Year 2017, Vol 7, Issue 1
Abstract
This study reviews the articles related to gratifications of Facebook use. An analysis of 20 gratifications studies states that mostly target audience of these studies is youth, especially students. The analysis concludes that these studies relied on the literature to develop the gratifications scale. Some of the gratifications factors identified are same and some of them differ. It was observed that there is an overlap among some gratifications factors due to similarities and differences in the operationalization of the gratification factors. Study highlights the need of the development of a gratifications scale exclusively for Facebook. It also emphasizes on a large scale study in Indian context.
Authors and Affiliations
Rahul Gadekar| MICA, India, Pradeep Krishnatray| Johns Hopkins University, India
Keywords
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