Motivation for Using Facebook - Research Proposal Example

Title 1. ID Name 2. ID Name 3. ID Name 4. ID Name 5. ID Name Date of submission 1 Abstract With the advent of technology, the tools of communication have witnessed yet another face of enhancement. With technology has come the tolls for social networking which have taken communication a notch higher. Among these emergent tools is Facebook. Facebook has been considered as, among other tools, the most popular in the art of social networking. The popularity of Facebook has been accredited to the design of the tool, which allows easier navigation and appealing interfaces. Figure 1: Facebook interface for multiple message send option The tool further achieves its uniqueness from the fact that most people who are ‘friends’ on Facebook meet while offline, only to add each other on to their friend list. A number of research studies have been carried out to determine the effectiveness of this social media tool, while other studies have sought to determine how the advent of Facebook as a tool for digital social communication has impacted on various fields, notably communication and information sharing. However, there seems to be a void in the research practice with regard to the advent of Facebook as a tool for social communication. There have observations made that the use of Facebook is associated with certain attitudes that are cultivated in its users. Further, it is possible that there are specific motivations behind the utility directed towards the communication resources that this tool presents. This paper thus is a proposal on a projected research study on the attitudes and motivations associated with the use of Facebook with the aim of finding credible answers to the research questions specified. Table of Contents 2Introduction 2 3Literature Review 3 4Thesis Statement 7 5Research Question(s) 9 6Method 10 6.1Participants 10 6.2Instruments 10 6.3Procedure 11 6.3.1Data collection 11 6.3.2Data analysis 12 7Research Implications 14 8References 16 2 Introduction Defined as tool presenting social utility by its users, Facebook has enhanced communication among friends, family and workmates (Moira, 2010). It is an internet based tool for social communication. Facebook has become a worldwide application that most people have subscribed to, with the total number of registered users hitting around three hundred and fifty million. This rates the social networking tool as the second most trafficked online website for social communication. Facebook use has been linked to the young age, with those whose ages range from 28 to 25 being identified as the highest number of users of Facebook. However, the trend for use of Facebook shows progressive increase over time since its advent. Social networking sites (SNS) have become a part of the human life, and their influence on human life has become significant (Wise, Alhabash & Park, 2010). Such significance and popularity of the networking sites has led to increased need to understand the application of the sites in everyday human life. More especially, Facebook adoption into the human social, economic and political world has necessitated researchers to undertake studies with the aim of understanding the reasons behind such adoption and popularity. Researchers have undertaken to determine the impacts of such social networking sites as Facebook and their apparent popularity. Such uptake of Facebook is as a result of factors that motivate individuals to use Facebook in their day to day activities, ranging from social interactions to business and professional applications. Such are the factors that this research seeks to bring to the fore. The use of Facebook develops given attitudes in its users (Brooke, 2009). Further, the users of Facebook with similar interests as their motivations and those with common attitudes and personalities are most likely to leek for each other and befriend one another. This current research thus seeks to find out the motivations that urge people to utilize Facebook, and the attitudes developed by users in the use of Facebook. 3 Literature Review This section presents a review of the findings from other past research studies related to the motivations and attitudes associated with Facebook use. Motivations behind use of Facebook A number of theories have put forward to explain the manner in which people select their preferred social media tools. Such a theory is the U&G theory that seeks to explain the factors for selection and utility of media from the social-psychological view (Park & Lee, 2014). This theory is bases on the argument that any act human utility of resources presented by any form of media is purely intentional. The use of given forms of social media is understood to arise from the need to satisfy both their internal and external needs. This thus leads to the need for determination of the factors that have informed the human preference and selection of the social media tools. Arguments in this theory hold that people will select a social media tool with due consideration of their set goals. In this regard, selection of social media is governed by the goals and objectives that an individual seeks to meet, the ability of a social media tool to meet their expectations and the psychological and social needs of the individual. It is identified that the use of media has undergone transformation, with the traditional modes of communication such as telephone, television, magazines and newspapers being complemented by the adoption of the internet and the internet based media tools, where tools for social networking have received due consideration (Cho et al, 2014; Ross et al, 2009). The internet has been as well expanded in terms of utility, from the basic use of search for information to purposes of interactions and formation of relationships among users. The ability to afford connection among users with similar attitudes and needs has made Facebook the most preferred form of social media. Such links formed by the users have surpassed the formation of friendships along nationality, cultural and lingual lines. The motivations for use and uptake of Facebook can receive four major subdivisions under the U&G theory. Personal identity, social interaction, entertainment and search for information n have formed the first sub-divisions of the motivations behind the adoption and use of Facebook. Other scholars using the U&G theory did classify the motivation for use of Facebook and other form of social media with the real-time text messaging feature into two brad categories (Park & Lee, 2014). The need for socialization forms the first motivational factor. This factor takes into consideration the user’s need for expression of affection for others, the need to share experiences and problems and, the need for human communication. The other factor identified is the pastime factor, in which activities considered as pastime events are taken care of. Such activities include the need for leisure, escape from responsibility and pressures of life and passing time. While other scholars have felt that the need to use Facebook has been encouraged due to the need for support from peers, the need to gain approval from friends and to propagate satisfaction afforded by communication on interpersonal levels. Research carried out recently reveals that, however, the motivational provisions for the uptake of Facebook centres on the need for social interactions among peers (Baldwin, 2015). Such research further reveals that users have needs that they could want to satisfy through use of Facebook. Such needs categories as socialization, self-expression, entertainment and search for information. Studies carried out even more recently have indicate that there exists a link between the motivating factors for use of Facebook and the actual properties of the tool. Such features as wallposts, comments and status updates have been identified as the key factors behind the user motivation experienced. With special attention paid to the age differences, the older generation was found to be interested in Facebook due to the escape of virtual company, habitual entertainment, the need to spend leisure and pass time and a need for a platform for expression of the self have been constant motivators for uptake of Facebook. With regard to the features of Facebook, the Facebook places has been identified as a major motivator for the popularity of the social media tool among people. The Facebook places is the feature for real-time updates of individual locations. Through this, a user can conveniently add posts relating to their current location, give description of the location and further allow other users to give their comments, share photos as well as videos, in real time. These factors tend to overlap on a major factor of effective socialization. These factor have shown a great connection to the initial objective for the creation of Facebook. The main intention of the developers was to see students in university adequately initiate and maintain social relationships which had their basis on the experience of these students within university. And the objective was significantly achieved through the invention of Facebook. Students undertaking undergraduate degrees in America spent a total 10 to 30 minutes on a daily basis communicating with their friends. Such research showed that as per 2007, over 90% of these students had subscribed to Facebook services, and most of them had their friend lists made up of a minimum of 150 members (Park & Lee, 2014). It is worth noting that a majority of the friend that each user had were offline users who had been met and befriended on the online platform. Attitudes associated with uptake and popularity of Facebook Although the research studies undertaken have given sufficient consideration to the impacts of Facebook in different dimensions, the analysis of the attitudes behind the use of Facebook has not been adequately covered. Some studies have however dedicate their effort toward determining the manner in which users present their identities on Facebook. Such studies have thus undertaken to study the concerns for privacy of the users. Attitudes of introversion and extroversion of the users have greatly impacted the adoption of Facebook by individuals. Other that the presentation of one’s personality on Facebook, the personality traits have a major impact on Facebook use. Here introversion and extroversion are duly studied. In this regard, privacy is not given much concern (Tufekci, 2008). In fact, Facebook users find it a lesser deal to provide personal information on Facebook. Such details as names, nationality and educational institutions attended are details that most users find little offense to provide on Facebook. Profile information of users is given so as to enhance communication between acquaintances (Waters & Ackerman, 2011). Thus, the personal traits of extroverts and introverts have affected the adoption of Facebook. In order to understand the personal trait dimensions with regard to the popularity and preference of Facebook among users, it is important to analyse the conceptualizations of the five-factor model (FFM) which subcategorizes human personality into five major traits on a dimensional scale (Park & Lee, 2014). Neuroticism, the first dimension, discusses the human tendency for distress in psychological provision and high threat sensitivity levels. Extraversion forms the second dimension, under which individuals are seen as sociable, and such individuals are likely to identify with positive emotions. The ability and tendency towards consideration of alternative means and intellectual curiosity are covered by the openness to experience dimension. Under the fourth dimension identified as agreeableness, the ability of an individual to develop traits of sympathy, trust and cooperation are elaborated. Lastly, an individual’s organization, scrupulous nature and their diligence are catered for under the conscientiousness dimension. These personality dimensions have positively contributed to understanding of the personality concept behind the Facebook preference by users. Individuals with these dimensions are more frequent on Facebook, an illustration that personality indeed plays a significant role in the use of Facebook as a medium for online based social communication. 4 Thesis Statement The preference for and popularity of Facebook as a social networking site among people, an specifically the young, is attributed to the need for socialization, entertainment, formation of ties, a means of spending leisure time and a pastime activity as the major motivations (Moira, 2010). Most people, both the young and old, would prefer to have acquaintances with whom they can share their experiences, frustrations, joys and successes alike. Facebook is such a social network site that afford such users the desired platform for social interactions. Further, individuals might need to spend their r free time posting photos, sharing their thoughts and catching up with friends. Facebook, through its design features, allows users to post their photos, give their comments on given posts and share photos and videos for fun. Through Facebook, it is possible for users to meet new acquaintances, a feature enabled through their profile information provided which makes it easy for such people as former and prospective workmates and schoolmates can easily access them. Thus, ties can be formed and maintained easily. Personality factors affect the adoption and popularity of Facebook among users (Tufekci, 2008). This statement is justifies with the FFM model which subcategorizes the human personality into five major dimensions, all of which explain the human nature and its link to the adoption of Facebook. 5 Research Question(s) In order to effectively meet the objectives of this research study, formulation of research questions is necessary in order to guide the research progress. The research questions for the research are: 1. Is there a connection between Facebook use and human motivational factors? What are the major motivations for use of Facebook? 2. What are the common personality factors associated with adoption and popularity of Facebook among the young generation? 6 Method Under this section, the participants expected to be involved in the research study are identified, and an argument for their selection is provided. The instruments to be used for the measurement of the sample are also elaborated. Further, the procedure to be followed in the research practice is provided through identification of the means of collection and analysis of data are provided. 6.1 Participants The research study seeks to determine the connection between the motivation and personality factors behind use of Facebook. The research targets university students for the collection of data for this research. University students are most preferred since they are actively involved in the use of Facebook. The inclusion criteria selects students and other relevant stakeholders within the university selected. The exclusion criteria provides that any other persons not specified in the inclusion criteria will not be involved in the research process. 6.2 Instruments The approach of sampling will be duly used. Samples of the target population will be identified, and their participation and contribution shall be duly considered to be an actual representation of the whole target population for the research. The research will use both the quantitative and qualitative research designs in the analysis of data to determine how motivations and personality impact on the uptake of data. Statistical methods will be duly applied in order to gain insight into the effective correlations between the variables identified. In order to determine the number of respondents for the research, the Fisher’s approach will be applied. In this formula; n gives the to be used as the sample from the research z gives a 95% (1.96) confidence level of the Standard Normal Deviate p gives the estimated number of students expected to turn out for the research d identifies the precision level at a +5% setting 6.3 Procedure Under the procedure, the methods of data collection and analysis are discussed. 6.3.1 Data collection Since the research uses both qualitative and quantitative research design, there is need to collect data that is descriptive and empirical in nature. This is possible through the use of a survey that will seek to collect empirical and demographic data from the sample population. The research will utilize an online based survey to collect the data. Data will be collected using the Likert scale, as illustrated in figure 2. Figure 2: Illustration of the Likert scale for data collection 6.3.2 Data analysis Descriptive statistics will majorly demand that the respondents give their demographic details. Age, gender, course of study and the social network site used by the respondents will be determined. Further, descriptive statistics can be obtained from the theoretical propositions as put forward under the literature review section. Inferential statistics are obtainable in this research through data analysis using statistical methods. The use of SPSS will enable the research to determine the correlations between the different variables which will be vital in the acceptance or rejection of the research hypotheses. This is important in the process of seeking answers to the research questions. Sample correlations table Table 1: Sample facebook emotion variable correlation model 7 Research Implications The research on the correlation between use and popularity of Facebook and motivations and personality traits is of great help in the determination of the human patterns in the adoption and selection of relevant communication tools. This research will specifically inform the processes for human selection of social media networks and the general human perception of the social media networks, and Facebook in specific terms. The results can then be presented to the relevant authorities that are concerned with the uptake and manning of the social media technology for due considerations to determine the validity and significance of the perception and determine whether there is need for change in such adoption patterns. The research will give me more insight into the impacts of social media on human interaction. There have been propositions of impacts of advent of SNS into the communication patterns of people. However, the research will give me both primary and secondary facts on the research topic, and this will help me better understand the human patterns on the adoption of Facebook and the subsequent popularity among college and university students in general. Time plan for the research study Table 2: Time plan for the research study 8 References Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M., Simmering, M. G., & Orr, R. R. (January 01, 2009). Personality and motivations associated with Facebook use. Computers in Human Behavior, 25, 2, 578-586. Moira, B., Cameron, M., Thomas, L., & Proceedings of the SIGCHI Conference / Human Factors in Computing Systems (CHI '10). (2010). Social network activity and social well-being. ACM, 2 Penn Plaza, Suite 701, New York, NY 10121-0701, USA. Baldwin, S. (2015). The Internet unconscious: On the subject of electronic literature. Brooke, C. G. (2009). Lingua fracta: Toward a rhetoric of new media. Cresskill, N.J: Hampton Press. Tufekci, Z. (January 01, 2008). GROOMING, GOSSIP, FACEBOOK AND MYSPACE. Information, Communication &; Society, 11, 4, 544-564. Tufekci, Z. (June 01, 2008). GROOMING, GOSSIP, FACEBOOK AND MYSPACE. Information, Communication & Society, 11, 4, 544-564. Wise, K., Alhabash, S., & Park, H. (January 01, 2010). Emotional responses during social information seeking on Facebook. Cyberpsychology, Behavior and Social Networking, 13, 5, 555-62. Waters, S., & Ackerman, J. (January 01, 2011). Exploring Privacy Management on Facebook: Motivations and Perceived Consequences of Voluntary Disclosure. Journal of Computer‐mediated Communication, 17, 1.) Cho, I., Kichul, K. J., Park, H., & M, L. S. (October 07, 2014). Motivations of Facebook Places and store atmosphere as moderator. Industrial Management & Data Systems, 114, 9, 1360-1377. Park, N., & Lee, S. (December 11, 2014). College Students' Motivations for Facebook Use and Psychological Outcomes. Journal of Broadcasting & Electronic Media, 58, 4, 601-620. Read More