Usage Behaviors on Snapchat, Instagram, and WhatsApp: Between-Group Analyses

Abdullah J. Sultan
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Abdullah J. Sultan: College of Business Administration, Kuwait University, Kuwait

International Journal of E-Services and Mobile Applications (IJESMA), 2021, vol. 13, issue 1, 45-59

Abstract: The main objective of this research is to investigate usage behaviors of different age groups across popular social-media platforms and show what usage behavior is mostly utilized in each social media platform. A sample of 2,883 social media users was used to run a series of t-tests to support the research hypotheses. The findings show that young users (compared with old users) are more likely to use social media platforms for social and personal needs. In addition, across platform analyses indicate that users of WhatsApp (compared with Snapchat and Instagram) are more likely to use the platform for socially integrative needs (e.g., connecting with friends and family and talking), while Instagram and Snapchat users are more likely to use the platforms for affective needs (e.g., entertaining), personally integrative needs (e.g., enhancing self-expression and getting to know new people), tension release (e.g., escaping from boredom), and cognitive needs (e.g., seeking information). A more detailed analysis of age groups across the platforms are further discussed.

Date: 2021
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International Journal of E-Services and Mobile Applications (IJESMA) is currently edited by Rajeev Dwivedi

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