research methods

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young adults use different types of social media: A uses and gratifications approach Alec McDowell, Hala Elbarmil, Joseph Lacy, Nico Rodrigo, & Aaron Toomer

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Page 1: Research methods

Understanding why young adults use different types of social media: A uses and gratifications approach

Alec McDowell, Hala Elbarmil, Joseph Lacy, Nico Rodrigo, & Aaron Toomer

Page 2: Research methods

So what?• Social media use is widespread in society• App for that• Interesting to see how different networks gratify different

needs

Page 3: Research methods

Uses and Gratifications• Active audience theory• The uses and gratifications (U&G) theory was originally used

to examine traditional media, such as newspapers and television. Recently, studies have used the same theory and applied it to new media, such as social media sites (Quan-Hasse, et al., 2010, p. 351).

• Assesses the kinds of media and types of content that satisfy social and psychological needs

• Perfect for new media, where we are termed ‘users’

Page 4: Research methods

Social Media Use• According to the Pew research center 71% online adults use

Facebook alone, 26% use Instagram and 23% use Twitter (2014). • Facebook is the most established social network, attracting 70%

users to engage with the site on a daily basis (2014). • People tend not to limit themselves to one social network, 52% of

adults have profiles on at least two social networking sites (Pew, 2014).

Page 5: Research methods

Background Research1. social interaction2. information seeking3. pass time4. entertainment5. relaxation6. expression of opinions7. communicatory utility8. convenience utility 9. information sharing10. surveillance/knowledge about others

Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal. 16. 362-369.

Page 6: Research methods

Facebook vs Snapchat

• Research comparing Facebook and Instant Messaging “showed that Facebook is about having fun and knowing about the social activities occurring in one’s social network whereas instant messaging is geared more toward relationship maintenance and development” (Quan-Hasse, et al., 2010, p. 350)

• Snapchat allows more intimate relational maintenance strategies to be used

• Very little research on Snapchat

They go together like lamb and tuna fish!

Page 7: Research methods

RQ’s

Realizing that Facebook and Snapchat might harbor different reasons for use, we came up with a couple of research questions:

• Primary Research Question: What gratifications do young adults who are members of social networking sites earn from using those sites?

• Secondary question: Are there specific gratifications earned from either Facebook or Snapchat?

Page 8: Research methods

Methodology• Participants -> convenience sample drawn from GMU student

body• Procedures -> Online surveys issued to gather data• Distributed through e-mails and social media posts

• Measures -> demographics like age, race, and gender. Social media use questions such as:• Networks used• Frequency of use for different networks• Network size• Likert comparison of use preferences to inform our uses and grats

framework

Page 9: Research methods

Results and Discussion• N=128 includes 25.7% male respondents and 74.3% female respondents • .898 correlation for those who frequently use Snapchat and those who view

others stories• Facebook shows no correlation between frequency of use and checking

of others status updates• Remember AIM? Checking away messages back in the day has turned

into checking Snapchat stories…similar relational maintenance strategies• Facebook use shows higher importance rating for expressing your opinion

than does Snapchat use (28.1% rate important on Facebook compared to 8.6%• Also higher in importance for making long term plans

• 47% said they would be more likely to post a selfie on Snapchat, compared to 11.7% who chose Facebook. 18% chose neither network

Page 10: Research methods

Uses and Gratifications

Socia

lSta

tus

Passtime

Entertain

Relax

Opinion

Communicate

Conven

Shareinfo

Knowothers

Intouch

LT plans

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

FB SC

Importance ratings for Snapchat and Facebook

Page 11: Research methods

Limitations/conclusion• Survey fatigue• Had 1 smurf respondent

• Survey diffusion• Ambiguity in survey questions

Facebook remains to be the dominant social media platform, it is the most convenient network for people to be on as it is ubiquitous. Snapchat is becoming more popular and is arguably the new destination for ‘status’ updates (away messages)

Page 12: Research methods

ReferencesGarcia, J. A., Cruz, L. M., & Gaona, P. C. (2012). A vision of uses and gratifications applied to study of

internet use by adolescents. Comunicacíon y Sociedad. 25. 231-254.

Quan-Haase, A., & Young, A. (2010). Uses and gratifications of social media: a comparison of facebook and instant messaging. Bulletin of Science, Technology & Society. 30. 350-361.

Urista, M., Qingwen, D., & Day, K. (2009). Explaining why young adults use myspace and Facebook through uses and gratifications theory. Human Communication. 12. 215-229

Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications approach. Qualitative Market Research: An International Journal. 16. 362-369.