WHY DO STUDENTS USE FACEBOOK? AN ANALYSIS OF THE USAGE OF FACEBOOK IN THE LIGHT OF USES AND GRATIFICATION THEORY
Journal Title: Academic Research International - Year 2017, Vol 8, Issue 2
Abstract
In this paper, we aim to examine the purpose and pattern of Facebook usage by students through investigating the frequency of using Facebook during the day, during week days and the number of times students’ login to Facebook along with the length of time spent on using Facebook during a day. This study also intends to examine the source of gratification for using Facebook whether it be chat, friendship, post and comments, and others. Here in this study, we take the interactive use of Facebook to check what satisfies the users the most (connection gratification). This way, we will be able to contribute to the scientific knowledge through contributing the motives of Facebook usage of Pakistani students by examining the sample of students of Sindh University. Our study consists of six hypotheses for data analysis. In this study, we employ descriptive statistics (counts and frequencies) and non-parametric independent sample test and non-parametric One-way ANOVA for ranks. This study finds evidence that graduate students use Facebook more often than undergraduates. students mostly use Facebook to get satisfaction through post and comments which might gratify their needs for social approval and apprehension. Graduate students usually connect to Facebook in morning times i.e. 8 am- 12 pm. Female students are inclined to even pay more than Rs. 500 for using Facebook. When we look at the individual differences on the basis of qualification, graduate students are more willing to pay money for using Facebook. The study also suggests that the students who use Facebook for 5 minutes are lesser in number. The majority of students use Facebook for one hour or more in a day.
Authors and Affiliations
Saima Kamran Pathan
Keywords
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