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

Affiliations

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

Abstract


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.

Keywords

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

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