Motivations For Social Media Research Articles

Individual differences in motivations for using social media among university students

This study aimed to examine individual differences in motivations for using social media among university students. Motivations were measured with a validated social media motives scale. Participants were 348 undergraduate students studying in a university in Hong Kong. Results from a series of MANOVAs showed that there were in general no significant differences in the five motivation variables (entertainment, personal utility, information seeking, convenience, and altruism) with respect to a group of demographic variables (gender, faculty, year of study, experience in using computers or the Internet, and IT proficiency). However, given that students mostly agreed that they used social media to seek free information and to know what is happening recently, educators may encourage students to develop their own personal learning environments and integrate informal and formal learning activities with social media.

Social Media Type Matters: Investigating the Relationship Between Motivation and Online Social Network Heterogeneity

This study investigated relationships between social media motivation, relative preferences for social media type, and network heterogeneity, using a U.S. national survey. By classifying social media into the symmetrical and the asymmetrical, we showed that relationship motivation was more likely to be associated with a preference for the symmetrical type, whereas information motivation with a preference for the asymmetrical. Network heterogeneity was positively predicted by relationship motivation but not by information motivation. Finally, a relative preference for the symmetrical type was found to mediate the association between relationship motivation and network heterogeneity.

Instagram: Motives for its use and relationship to narcissism and contextual age

Instagram is the fastest growing social network site globally. This study investigates motives for its use, and its relationship to contextual age and narcissism. A survey of 239 college students revealed that the main reasons for Instagram use are “Surveillance/Knowledge about others,” “Documentation,” “Coolness,” and “Creativity.” The next significant finding was a positive relationship between those who scored high in interpersonal interaction and using Instagram for coolness, creative purposes, and surveillance. Another interesting finding shows that there is a positive relationship between high levels of social activity (traveling, going to sporting events, visiting friends, etc.) and being motivated to use Instagram as a means of documentation. In reference to narcissism, there was a positive relationship between using Instagram to be cool and for surveillance. Theoretical contributions of this study relate to our understanding of uses and gratifications theory. This study uncovers new motives for social media use not identified in previous literature.

E-Learning and Social Media Motivation Factor Model

<p class="apa">The aims of this study are to probe into the motivational factors toward the usage of e-learning and social media among educational technology postgraduate students in the Faculty of Education, Universiti Teknologi Malaysia. This study had involved 70 respondents via the means of a questionnaire. Four factors have been studied, named, the factor of technology, exposure, content and social influence. Via Structural Equation Modeling (SEM), this research uncovers that respondents usage of e-learning is being motivated by the factor of technology and content. The respondents use of social media was found to be motivated by the factor of technology and social influence. A strong positive relationship exists between the usage of e-learning and social media suggesting that social media can be manipulated as supporting material for e-learning. Yet, the finding may not be generalized to all Malaysian educational technology postgraduate students.</p>

Students’ Perceptions and Experiences of Social Media in Higher Education

Recent research has discussed the opportunities associated with the use of social media tools in the classroom, but has not examined the perceptions students themselves hold about its usefulness in enhancing their educational experience. This research explores students’ perceptions of social media as an effective pedagogical tool. Undergraduate students in a midsized, private university taking a marketing course were surveyed about their social media usage and preferences as well as their perceptions regarding the use of social media in higher education. Additional qualitative data collection with students probed into motivations for social media use in education as well as instructor and university perceptions. Findings reveal openness to using social media in education, uncover interactive and information motives for its use, and offer theoretical and pedagogical implications. Importantly, we offer insights into how educators can strategically incorporate social media tools into the classroom as well as how the use of social media can potentially affect students’ views of the instructor and the university.

Social media and health: Current and future healthcare provider perspectives

Objective: As over 80% of active United States internet users are using social media (SM) sites, it is important for healthcare students (HCS) and healthcare professionals (HCP) to become educated on proper SM usage behaviors to effectively understand and apply SM policies. This research was designed to examine HCS and HCP motivations for utilizing SM sites, to determine the concerns HCS and HCP have with SM usage, and if these concerns are being addressed through SM policies and education. Methods: In 2012, 4370 HCS and 4269 HCP from the Texas Tech University Health Sciences Center participated in the Institutional Review Board approved online survey. Of those contacted, 187 HCS and 180 HCP completed the survey. Applying uses and gratifications theory, the authors conducted a mixed method survey and analyzed HCS and HCP motivations for utilizing SM sites and the concerns associated with SM usage, while simultaneously analyzing whether concerns are being addressed through SM policies and education. Results: Analysis reveals HCS and HCP were motivated by social entertainment, convenience of information, and professional self-expression. In addition, HCS and HCP top concerns associated with SM use in a professional and academic setting are patient privacy. This study also indicates HCP was more aware of their institutional SM policies. Yet, both view SM policies necessary to help educate them on effective SM use. Analysis of the qualitative responses reveals HCS and HCP’s top concerns with SM usage are Health Insurance Portability and Accountability Act violations and patient privacy. Conclusion: This study offers insight into HCS’ and HCP’ SM motivations and behaviors. It also expands on issues HCS and HCP have with SM usage and if SM policies effectively address these concerns. Future research should examine if and how patients use SM when seeking health information and analyze patient’s opinion of HCS’ and HCP’ usage of SM sites.

Towards the Egyptian Revolution: Activists’ perceptions of social media for mobilization

The role that social media could play in engaging people in the democratic process has recently gained more attention following the series of mass protests and revolutions that has swept the Arab region starting with Tunisia, then emulated in Egypt, and now taking place in Libya. It has been argued that those revolutions were linked, at least in the preliminary stages, to the active use of social networking sites such as Facebook and Twitter. This article attempts to shed light on these assertions by reporting some early observations from a study which was conducted immediately prior to the revolution in Egypt. In particular it explores the young activists’ perceptions of the potential of social media for mobilizing activism in authoritarian regimes. It thus helps situating social media (SM) in the spectrum of political engagement by gauging young activists’ motivations for utilizing those outlets for political participation aimed at social and political change. This article relies on a survey of a snowball sample of young Egyptian activists, along with focus group discussions (FGD) also, to seek answers to questions about contextual factors such as media scepticism, political efficacy and fear of authority, which are expected to relate to social media motivations and users’ tendencies to engage in forms of online and offline political participation. The findings indicate that young activists were mainly driven by guidance and surveillance needs in their political utilization of social networking sites. A strong positive correlation between online and offline political participation was also detected.

ROI of social media: how to improve the return on your social marketing investment

Foreword. Preface. Acknowledgments. Introduction. SECTION 1 Getting Started with Social Media ROI. Chapter 1 Getting Started with Social Media ROI. Chapter 2 Social Media Motivations and Behaviors. SECTION 2 The Media Engagement Framework. Chapter 3 Introduction to the Media Engagement Framework. Chapter 4 Influencer Persona in the Media Engagement Framework. Chapter 5 Consumer Persona in the Media Engagement Framework. Chapter 6 Individual Persona in the Media Engagement Framework. Chapter 7 The Competitive Set Vying for Attention. Chapter 8 The Brand Image. Chapter 9 Search Being Found in Social Media. SECTION 3 Practical Applications of Social Media ROI. Chapter 10 Putting Values to the R and I of ROI in Social Media. Chapter 11 Eight-Step Process to Measuring Social Marketing Strategy and ROI. Chapter 12 Social Media Metrics Tools Providers. SECTION 4 Where Does Social Media Go from Here? Chapter 13 The Future of Social Media and ROI. Afterword. Appendix. Bibliography. Index.

Students’ motivations for social media enhanced studying and learning

Solutions of social media enhanced learning are widely studied in Hypermedia Laboratory at Tampere University of Technology (TUT). In recent years Web 2.0 based social media services (e.g., Facebook®, LinkedIn®, Last.fm®, etc.) have become popular, especially among young people. Based on this phenomenon TUT Hypermedia researchers have developed a social networking site for TUT freshmen aiming to provide convenient tools for interaction and study support. The first idea was to offer a free-of-charge social web site in the context of learning Basic Engineering Mathematics at TUT. This was thought to be an efficient tool to get new students studies off to a good start as mathematics courses play a significant role. However, the prediction failed, which caused us to study students’ motivations for social network site usage in the study context. This paper describes research conducted in 2009. Moreover, a description of subsequent measures accomplished (e.g., web site development and social network analysis) at TUT is included.