No abstract

A survey with 172 students was conducted at a large southern research university to examine how unwillingness-to-communicate in interpersonal communication influences gratifications sought and gratifications obtained from Facebook use. The study investigated the relationship between two dimensions of unwillingness-to-communicate (approach-avoidance and reward) and different motives of Facebook use. In addition, it examined the relationship between unwillingness-to-communicate and the behavioral and attitudinal outcomes of Facebook use (e.g., the number of hours spent on Facebook, duration of use, the number of Facebook friends, satisfaction with Facebook). Results of multiple regression analysis revealed that respondents who felt anxiety and fears in their face-to-face communication used Facebook to pass time and feel less lonely more than other respondents, but they had fewer Facebook friends. Overall, this paper finds evidence that people who are involved in online relationships are those who are willing to communicate in real life, rather than the opposite. Such results seem to justify the rich-get-richer hypothesis, which states that the internet primarily benefits extraverted individuals. Our results are in contrast to findings that socially anxious individuals are more likely to form relationships online.

No abstract

Hashtags (i.e., the # symbol) are gaining increased popularity among social media users. However, despite their intense use, little is known about their meanings. Only a few published studies have investigated fragmented aspects of hashtags and treated them as a functional means to structure content. In this study, we provide evidence that hashtags’ meanings go beyond structuring or spreading content and represent an integral element of contemporary communication via social media. In particular, this study presents a series of six empirical studies, following traditions in grounded theory and measurement theory research, to systematically assess motivations for using hashtags. The results uncover the existence of 10 different motivations for use (amusing, organizing, designing, conforming, trendgaging, bonding, inspiring, reaching, summarizing, and endorsing). In addition, we show how these motivations differ between platforms and also relate to different patterns of social media behavior. The results contribute to a better academic understanding of social media, provide managers with profound insights and can guide marketing tactics with hashtags.

No abstract