ReviewWhy do people use Facebook?
Highlights
► We reviewed the literature on the factors contributing to Facebook usage. ► We present a model explaining Facebook usage. ► We concluded that the need to belong and the need for self-presentation are the two primary motivating factors. ► We identified areas for future research.
Introduction
The recent proliferation in use of social networking sites (SNSs) has resulted in new research examining the role that SNSs play in identity construction. SNSs are defined as internet-based services that give individuals three major capabilities: First, the ability to construct a public or semi-public profile; second, the ability to identify a list of other users with whom a connection is shared; third, the ability to view and track individual connections as well as those made by others (Boyd & Ellison, 2007). The most popular of the SNSs, Facebook (FB), now totals more than 500 million registered users (Facebook, 2011). Based on a recent comScore report (Lipsman, 2011), FB is the number one social networking site as of May 2011 with 157.2 million visitors per month, ahead of MySpace (34.9 million visitors per month), Linkedin (33.4 million visitors per month), and Twitter (27.0 million visitors per month).
Studies examining FB’s impact on identity construction have evaluated specific personality characteristics associated with widespread FB use as well as FB’s role in user self-presentation. However, to date, no literature review has been conducted that summarizes the existing findings of such studies.
In this article, we conduct a systematic review of the existing literature on the psychological factors contributing to FB use. We examine the technical features of the FB platform related to the user’s ability to share social information. We also break down identity construction into the demographics and personality characteristics of registered users, the impact of FB use on narcissism and self-esteem and the role of FB in acting as an avenue for self-presentation and self-disclosure. For this purpose, we conducted a comprehensive literature search using PubMed, PsychInfo and the Cochrane Library with the keyword, Facebook. A total of 279 records were identified from these sources. We removed 12 records, due to duplications, and 189 records, because they did not yield sufficient data. Of the 78 records left, only 42 records were evidence-based studies on factors contributing to Facebook use. All of these studies examined a population sampled from undergraduate and graduate schools. Table 1 provides a list of these studies and the variables examined for each one.
Section snippets
Technical features related to social data sharing
Like other SNSs, FB enables users to create visible profiles. At a minimum, profiles require a user’s name, gender, date of birth, and e-mail address. Information posted beyond these basic fields is at the discretion of the user. Users can add basic facts about themselves, such as home town, add contact information, personal interests, job information and a descriptive photograph (Boyd and Hargittai, 2010, Facebook, 2011).
Features that facilitate interaction include the friends list, the wall,
Demographic characteristics of FB users
Early research on demographic characteristics has compared the ethno-racial identity of FB users to those of MySpace, a social networking site more popular prior to 2009. Hargittai (2008) noted that students of Hispanic origin make up a considerably larger segment of MySpace users (25%) as compared to FB (14%). This study, which was based on undergraduate students at the University of Illinois, also demonstrated findings within the group of FB users studied. Among FB users, Hargittai noted that
Extraversion, introversion, and neuroticism
A considerable amount of research has examined the association between FB use and extraversion, introversion, and neuroticism. Ross and colleagues (2009) administered a questionnaire to participants at a university in Southwestern Ontario in Canada. The authors assessed basic use of FB, attitudes associated with FB and tendency to post personally-identifying information. Participants also completed the NEO-PI-R (Costa and McCrae, 1992a, Costa and McCrae, 1992b) in order to assess personality
The dual-factor model of FB use
Based on the existing literature, we propose a dual-factor model of FB use. According to this model, FB use is primarily motivated by two basic social needs: (1) the need to belong, and (2) the need for self-presentation. The need to belong refers to the intrinsic drive to affiliate with others and gain social acceptance, and the need for self-presentation to the continuous process of impression management. These two motivational factors can co-exist, but can also each be the single cause for
Concluding comments
Our review examined FB as an example of a social networking site. Based on this review, we derived a 2-factor model of FB use. FB use is primarily determined by two basic social needs: (1) need to belong and (2) need for self-presentation. These needs can act independently and are influenced by a host of other factors, including the cultural background, sociodemographic variables, and personality traits, such as introversion, extraversion, shyness, narcissism, neuroticism, self-esteem, and
Author note
Dr. Hofmann is supported by NIMH grant MH078308. He is also a paid consultant for Merck/Schering-Plough for research unrelated to this project.
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