Motivation Scale for Using Social Network Sites: Comparative Study between Facebook, Instagram, Twitter, Snapchat and...

The increasing number of Social Network Sites (SNSs) and their changing nature raise the question of why people use them. This research has a twofold objective: first, to develop a motivation scale for using SNSs; second, to compare the motivational SNSs profile of Facebook, Instagram, Twitter, Snapchat and LinkedIn. Two studies on 364 university students, using exploratory and confirmatory factor analyses, established six motivations: entertainment, social interaction, seeking information, instrumental use, self-documentation and self-enhancement. Regressions then examined the association between motivations for using SNSs, social influence measures (descriptive and injunctive norms), and frequency of use of Facebook, Instagram, Twitter, Snapchat, and LinkedIn. The results showed that social norms complement the motivations to use SNSs. Twitter use was associated with an information-seeking SNSs motivational profile. LinkedIn, Facebook, and Instagram were associated with self-documentation on SNSs. Snapchat was rather associated with instrumental motivations on SNSs. However, while all SNSs were associated with descriptive norms, only Facebook and LinkedIn were associated with injunctive norms (i.e., peer pressure). The results are discussed by applying a cross-media perspective to new motives behind SNSs use.