Gender Differences in Motivations to Use Social Networking Sites

Introduction

Over the last 20 years the internet has resulted in significant changes in how we communicate, gather information, and purchase goods and services. Innovations in online social media have resulted in websites that not only allow users to retrieve information, but also encourage the interactive sharing of information and the creation of user-generated content (Kaplan & Haenlein, 2010; Mangold & Faulds, 2009). In particular, there has been an explosion in popularity of social networking sites (SNS) which is an online platform that has the main objective to facilitate regular communication among individuals. These include various social media sites such as Facebook, Twitter and LinkedIn, as well as photo and video sharing sites such as YouTube, Tumblr, Instagram, Flickr and Pinterest. Facebook is a popular SNS where people can search for other people and businesses, and keep friends updated with the latest pictures, videos, news and information (Chi, 2011; Curran, Graham & Temple, 2011; Lukka & James, 2014). One of the reasons online social networks provide an important topic for research is that consumers’ media habits have been consistently shifting away from traditional mass media, such as television, towards the internet (Deloitte, 2014) and notably social media. Hence, companies benefit from having their brands present on social media, including SNS, as it is where consumers spend more and more of their time.

Within a social networking context, the research objectives of our study are to: (1) determine what motivates people to use SNS; (2) discover the relationships between motives and engagement in SNS; and (3) ascertain any gender differences in the use of SNS. The analyses of responses to an online survey capturing the reasons for using Facebook provides insights on the gender differences in survey respondent motivations and related engagement with social media.