Why Do People Choose Different Social Media Platforms? Linking Use Motives With Social Media Affordances and Personalities

Abstract

Drawing on uses and gratifications (U&G) theory, the current research investigates how social media users exploit different media affordances to satisfy their motives and how such motives are shaped by their personalities. A cross-sectional survey among college students (N = 190) was conducted to examine their most frequently used social media platforms, use motives, and perceived media affordances. Their personalities were also assessed along the Big Five and narcissism. An exploratory factor analysis yielded five broad categories of social media use motives. Structural equation modeling results revealed that social media use motives were differentially associated with affordances and that personalities play an influential role in shaping individuals’ use motives and affordance preferences. The findings are discussed in relation to the theoretical contributions to the U&G approach as well as the practical implications to social media platform design and development.