SNS User Engagement Behaviour: Uses & Gratification Theory Perspective of People on Media

SNS – Social Networking Sites has turned the world into a transparent one bringing with it never known before public opinion on all activities surrounding businesses, products and marketing. Also the motivational forces/drivers influencing SNS user engagement behavior in the context of the newly evolving social networking sites needs a thorough examination. This information may enable the marketers to understand and identify motivators else they would be staring at the sun and get easily blinded. This study has identified and hypothesized the influence of socializing, information seeking, entertainment and self status seeking on SNS user engagement behavior. The study has found significant influence of age and information seeking on SNS user opinion giving style and education and entertainment on SNS user opinion pass along style. This exploration will shed more light to the marketing community.