The motivations of leaders to lead Facebook online groups: a case study of parenting groups

Lilach Gal, Tali Gazit and Jenny Bronstein

Behaviour and Information Technology, 2023, vol. 42, issue 10, 1604-1616

Abstract: Facebook community leaders play a significant role in creating and maintaining social environments, and they characteristically exhibit several qualities and skills, such as the ability to generate involvement in the groups. However, their identities and motivations have yet to be investigated in depth. Using the theoretical framework of the Uses and Gratifications Theory (UGT), this paper addresses this gap by exploring the motivations of leaders to lead a Facebook online group. Leaders of online parents groups were surveyed for this study. A survey was administered electronically to 160 Facebook community leaders to gather data on the relationship between the community leaders’ motivation and the following variables: personality traits (narcissism, altruism, grit), sense of community (immersion, sense of belonging, influence), management features, and demographics. A hierarchical regression indicates that higher narcissism, self-control, immersion, and lower consistency of interest (grit factor) can explain Facebook community leaders’ motivations to lead online groups of parents. The results are discussed in the context of the leaders’ influential role in social media.

Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/0144929X.2022.2093272 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:tbitxx:v:42:y:2023:i:10:p:1604-1616

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/tbit20

DOI: 10.1080/0144929X.2022.2093272

Access Statistics for this article

Behaviour and Information Technology is currently edited by Dr Panos P Markopoulos

More articles in Behaviour and Information Technology from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().