Bewertung des Arabian Journal of Business and Management

Who Do You Choose Your Social Media for? An Analysis of How Users’ Gratification and Social Norms Influences Social Media Choices

Abstract

Sadhwin Sharma

People continue to use online social networks to satisfy different personal and social needs and disregard negative features like the risk of privacy and security. Thus, the purpose of this study is to understand the continuation of OSN usage from the aspect of gratification and flow, interactivity with the OSNs and the influence of social norms. The following constructs, from the theories mentioned above, will be used to measure their effects on satisfaction and flow: human-human interaction, human message interaction, human-community interaction, human-systems interaction, identification, compliance, and internalization. Satisfaction and flow will be measured to determine if there is a positive effect on the continued use of OSNs.