A uses and gratification perspective on social media usage and online marketing

This study explores the use of Facebook in Mauritius under the lens of the famous Uses and Gratifications theory. The objectives of the study are: to identify the strongest motivators of Facebook use in Mauritius and to evaluate Facebook intensity based on socio-demographic background of respondents. The study presents 8 motives to create a model to predict Facebook use: use to meet people, use for entertainment, use to maintain relationships, use for social events, use to share media product, use for product inquiry, use for discussion, and the use for information. These variables are measured through an online survey questionnaire distributed among a sample of 392 Mauritian Facebook users. The variables are tested for
correlation with Facebook use which is measured through the Facebook intensity scale. All of the eight factors
were found to have positive correlations with Facebook use. The factors are also regressed against Facebook
use to determine which factors are predictors of Facebook use and which one is the strongest. It is found that
‘use for entertainment’ is the strongest followed by ‘use for discussion’, ‘use to meet people’ and ‘use to
maintain relationships. The study also looks into the socio-demographic characteristics of Facebook users in
Mauritius and how the differences might effect on its usage. It is discovered that there is a difference in
Facebook use between groups of different monthly income level. This study therefore explores a new and hot
topic of study in the field of communication and mass media. It contributes to the body of knowledge by
identifying scientifically four predictors of Facebook use. It also points out that level of income of different
groups of people will affect Facebook use.