MOTIVATIONS FOR USING SOCIAL MEDIA: AN EXPLORATORY STUDY

Social media has emerged as a new medium of communication and is part of daily life for majority of the people. This study aimed to identify key motivating factors behind use of social media among Indian users. Data were collected through self-administered questionnaire and conclusion were drawn with the help of factor analysis. Analysis reveals feedback and personal utility, entertainment and socializing, content sharing and networking as key motives for using social media.