Total views : 297

Examining the Antecedents of Social Media user Gratification among High School and Undergraduate Students


  • VIT Business School, VIT University, Chennai - 632014, Tamil Nadu, India


Objective: This study aims to investigate the user gratification factors among the high school and under graduate students about the usage of social media. Methods/Statistical Analysis: A structured questionnaire was used for data collection. A total of 516 respondents filled the survey where 256 respondents were college students and 260 respondents were school going, students. Factor analysis approach was used to name the gratification factors and a t-test was performed to compare among the two students community about the usage of social media. Findings: Results of this study states that fashionable, cognitive needs and professional advancement had a significant difference whereas relaxing entertainment and social interaction has no significant difference among the high school and under graduate students. The result inferred from this study shows the positive impact of the usage of social media among the students irrespective of their age. This will help the students to develop their skills, networking, to groom their personality, and also to improving their knowledge on various aspects required for their studies and future development. Application/Improvements: This paper studies the user gratification theory on the usage of social media. Future research can be about the impact of the social media tools using smartphone among the students.


College Students, Social Media, School Students, User Gratification.

Full Text:

 |  (PDF views: 219)


  • Nivedha R, Sairam N. A Machine Learning based Classification for Social Media Messages. Indian Journal of Science and Technology. 2015; 8(16):1–4.
  • Othman WRW, Apandi ZFM, Ngah NH. The uses of Social Media on Student’s Communication and Self Concepts among TATIUC Students. Indian Journal of Science and Technology. 2016; 9(17):1–8.
  • Social Media in India 2016updated 2016 Mar 23; cited 2016 Aug10]. Available from:, Date accessed: 18/08/2016.
  • Vivekananthamoorthy N, Naganathan ER, Rajkumar R. Determinant Factors on Student Empowerment and Role of Social Media and eWOM Communication: Multivariate Analysis on LinkedIn usage. Indian Journal of Science and Technology. 2016; 9(25):1–12.
  • Hasse AQ, Young AL. Uses and Gratifications of Social Media: A Comparison of Facebook and Instant Messaging. Bulletin of Science, Technology and Society. 2010; 30(5):350 –61.
  • Smock AD, Ellison NB, Lampe C, Wohn DY. Facebook as a toolkit: A uses and gratification approach to unbundling feature use. Computers in Human Behaviour. 2011; 27(6):2322–29.
  • Katz E, Blumer JG, Gurevitch M. Utilization of mass communication by the individual. The uses of mass communications: Current perspectives. 1974; 6(1):19–6.
  • Mcilwraith RI. Addicted to television, The personality, imagination, and TV watching patterns of self-identified TV addicts. Journal of Broadcasting and Electronic Media. 1998; 42(2):371–87.
  • Flanagin AJ. IM online: Instant messaging use among college students. Communication Research. 2005; 22(3):175–87.
  • Boyd D. Facebook’s privacy train wreck: Exposure, invasion, and social convergence. Convergence: The International Journal of Research into New Media Technologies. 2008; 14(1):13–20.
  • Ha L, James EL. Interactivity re-examined: A baseline analysis of early business websites. Journal of Broadcasting and Electronic Media. 1998; 42(1):457–74.
  • Lampe C, Wash R, Velasquez A, Ozkaya E. Motivations to participate in online communities. Proceedings of the 28th International Conference on Human Factors in Computing Systems; New York, USA. 2010. p. 1927–36.
  • Papacharissi Z, Mendelson A. Toward a new(er) sociability: Uses, gratifications and social capital on Facebook.). In: Papathanassopoulos S editor. Media perspectives for the 21st century; New York, USA. 2011; 212–30.
  • Katz E, Gurevitch M, Haas H. On the use of the mass media for important things. American Sociological Review. 1973; 38(1):164–81.
  • Leung L. College student motives for chatting on ICQ. New Media and Society. 2001; 3(8):483–500.


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.