Users’ Gratification, Self-Schema and Facebook Behaviour: A Study of Selective Young Facebook Users

Major objective of the present study is to look at the relationship of personality traits of the young Facebook users with their behaviour on Facebook and the gratifications they obtain from Facebook usage. We have measured the gratifications with the help of 16 item scale developed on the basis of review of literature. The Facebook behaviour was measured in terms of number of friends and use of privacy settings on Facebook. The personality trait of users was measured in terms of the self-schema of Separatenessconnectedness. A survey questionnaire was administered to the sample of 550 students who came from all over the country to attend the admission process of a well-known communication management school in India. Study concluded that perception of real self always gets reflected in the virtual behaviour of Facebook users. This can be considered as an extension of real self in their virtual behaviour. However, the comparison of the data between real space self-schema with the Facebook friendship behaviour gives more space to understand weather it is a mere extension or a modification in their real perception about their self.