Abstract
This article tests a number of networking and information exchange factors that may influence users' participation in niche social networking sites (SNS). The factors identified in the literature review as influential for participation in social networking sites were implemented in a model tested using quantitative data from 152 users. Gratifications related to socialising, self-status seeking, social support, and learning and innovativeness were identified as significant for participating in niche SNS. As only a subset of the general purpose SNS gratifications were found to be of statistical significance for niche sites, it is suggested that further research that includes a wider set of factors is necessary to determine the similarities and differences between gratifications influencing participation in general purpose and niche SNS.
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