Gratifications of Facebook: A Literature Review

Rahul Gadekar 1 *, Pradeep Krishnatray 2
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1 MICA, India
2 Johns Hopkins University, India
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 7, Issue 1, pp. 87-103. https://doi.org/10.29333/ojcmt/2581
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ABSTRACT

This study reviews the articles related to gratifications of Facebook use. An analysis of 20 gratifications studies states that mostly target audience of these studies is youth, especially students. The analysis concludes that these studies relied on the literature to develop the gratifications scale. Some of the gratifications factors identified are same and some of them differ. It was observed that there is an overlap among some gratifications factors due to similarities and differences in the operationalization of the gratification factors. Study highlights the need of the development of a gratifications scale exclusively for Facebook. It also emphasizes on a large scale study in Indian context.
Keywords: Facebook, gratifications, social networking sites

CITATION

Gadekar, R., & Krishnatray, P. (2017). Gratifications of Facebook: A Literature Review. Online Journal of Communication and Media Technologies, 7(1), 87-103. https://doi.org/10.29333/ojcmt/2581

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