USAGE PATTERN OF FACEBOOK AND NEEDS GRATIFICATION OF THE USERS: A GENDER BASED STUDY

Azam Jan; Sajjad Ahmad Paracha; Majid -Ul- Ghaffar

Azam Jan Department of Communication & Media Studies, Hazara University Mansehra, Pakistan
Sajjad Ahmad Paracha Department of Media Studies, Islamia University, Bahawalpur, Pakistan
Majid -Ul- Ghaffar Department of Communication & Media Studies, Hazara University Mansehra, Pakistan

Keywords: Facebook, Usage Pattern, University Students, Needs Gratification, Gender

Abstract

Social media has changed consumption behaviour of the users. People who used to look forward to traditional mass media to satisfy certain needs have switched over to social networking media for their needs gratification. This paradigm shift forced researchers to undertake studies to find out consumption styles of social media in line with needs gratification and its corresponding effects. This research work investigated the patterns of Facebook usage and needs gratification of the youth of Pakistan. The key objectives of the study included finding of Facebook usage patterns and needs gratification of male and female separately. The theory of Uses and Gratification was employed as theoretical foundations for this research paper. The study was quantitative in approach and made use of survey as research instrument. In total, 673 students participated in the survey. The data collected was analyzed in terms of frequencies and percentages by making use of statistical tools like SPSS. It was concluded that student’s majority had Facebook account. The study found differences between male and female students with respect to consumption patterns and needs gratification.