The present study explored Swedish students’ motives for using Facebook and how those motives were influenced by various factors. By employing a uses and gratifications (U&G) approach, students’ motives, use intensity and network size were examined and assessed through quantitative measures. Data collected from university students (N = 139) via a web-based survey revealed that students’ primary motives for using Facebook are relationship maintenance, passing time, entertainment and social information which suggests that Facebook is about social interactions, having fun and knowing about the activities and events taking place among one’s peers. Additionally, the results showed no major differences between males and females in their motives. Data analysis of students’ use intensity showed that high-intensity users were generally more motivated to use Facebook regardless of motive, than low-intensity users. Furthermore, regression analysis revealed no significant correlations between motives for using Facebook and network size. Findings are discussed within the framework of uses and gratifications and in relation to prior U&G research of Facebook and social media.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:miun-37974 |
| Date | January 2019 |
| Creators | Toll, André |
| Publisher | Mittuniversitetet, Institutionen för data- och systemvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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