TRACKING COMMUNITY MOTIVATION TO USE ONLINE SOCIAL NETWORKS: A CASE STUDY OF FACEBOOK

摘要

Most people use the social network in their day to day life. In fact, social networking has become central in the era of globalization. Facebook (FB) is a great illustration of this phenomenon as its popularity has increased tremendously in the last couple of years. It has become an essential tool for connecting people and creating different kinds of interactions. In our study, we aim to explore people?s motivations for using an online social network among a sample of FB users in Morocco (N=355). It investigated how eight motivations to use FB predicted the intensity of Facebook use (IFU). The results demonstrate that the motivation to use FB for checking and posting status updates is the major predictor of IFU. Findings are discussed in term of helping to build a better knowledge of social networks and their user's behaviors as expanding motivations to use Facebook.