Capturing the Fundamental Motives to Use Social Media

The specific and concrete motives to use social media are likely to grow as social media multiplies. Study 1 was conducted to identify the hierarchical structure of motives of using social media that explain a wide range of previously identified motives from Uses and Gratification theory (Katz & Blumler, 1974). College students (N = 948) completed previously established measures of social media motives and a range of social media behaviors. Findings revealed two higher-order factors: (1) “Instrumental” motivation captures motives to achieve a specific aim by using social media (e.g., for information, self-expression, social interaction) and these motives are positively correlated with private self-conscious on social media, and (2) “Experiential” motivation captures motives to escape from reality by using social media (e.g., for entertainment, passing time, convenience) and these motives are positively correlated with social media addiction. Study 2 aimed to determine if the higher order structure, “Instrumental” and “Experiential”, emerge across a wider range of motivations to use social media. College students (N = 216) completed a survey on the 7 social media motivations from study 1 and 16 more social media motivations found in the two pilot studies. Findings from the confirmatory factor analysis revealed the 23-factor model was the better predictor to use social media than the higher order factors. The predictive validity of the higher order factors suggests “Instrumental” motivation is the better predictor of personality and “Experiential” motivation is positively correlated with social media addiction.