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Comparative Study

| Published: June 25, 2016

Affiliation or Power: What Motivates Behavior on Social Networking Sites? And Role of Self-Consciousness on Behavior on Social Networking Sites

Satabdee Das

Student, University of Delhi, Delhi, India Google Scholar More about the auther

DIP: 18.01.146/20160303

DOI: 10.25215/0303.146

ABSTRACT

The present study investigated the relationship between explicit and implicit measures of affiliation, power, and achievement motives and behavior as related to social networking sites (SNS) in a sample of 40 participants. SNS appear to be designed to enable social connection via the Internet, so the potential for influence of the affiliation motive seemed self- evident. Additionally, we hypothesized that the power motive drives certain aspects of SNS behavior such that individuals with a high power motive have a larger number of friends and upload more pictures. The results of regression analyses showed that the explicit affiliation motive and the explicit power motive were related to different outcome of SNS activity. Specifically, the explicit power motive predicted number of friends and number of uploaded pictures, whereas time spent on SNS per day was predicted by the explicit affiliation motive. Only weak evidence was found for an influence of implicit motives on SNS activity.

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Satabdee Das @ satabdee1994@gmail.com

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Article Overview

ISSN 2348-5396

ISSN 2349-3429

18.01.146/20160303

10.25215/0303.146

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Published in   Volume 03, Issue 3, April-June, 2016