Gratifications of Facebook: A Literature Review

Rahul Gadekar 1, Pradeep Krishnatray 2

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Abstract

This study reviews the articles related to gratifications of Facebook use. An analysis of 20 gratifications studies states that mostly target audience of these studies is youth, especially students. The analysis concludes that these studies relied on the literature to develop the gratifications scale. Some of the gratifications factors identified are same and some of them differ. It was observed that there is an overlap among some gratifications factors due to similarities and differences in the operationalization of the gratification factors. Study highlights the need of the development of a gratifications scale exclusively for Facebook. It also emphasizes on a large scale study in Indian context.

Keywords

Facebook; Gratifications; Social Networking Sites

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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Article Type: Literature Review

Online Journal of Communication and Media Technologies, Volume 7, Issue 1, pp. 87-103

Published Online: 26 Jan 2017

Article Views: 357

Article Downloads: 740

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