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http://dx.doi.org/10.14400/JDC.2017.15.6.155

The Differences in Motivation and Usage according to Morphological evolution of SNS - Focusing on university students' use of Facebook and Instagram -  

Shin, Hyun-Hee (Dept. of Communication, Sogang University)
Kim, Kyung-Ran (Samsung Economic Research Institute)
Publication Information
Journal of Digital Convergence / v.15, no.6, 2017 , pp. 155-164 More about this Journal
Abstract
The purpose of this study is to analyze the similarities and differences between motivation and usage according to morphological differences between Facebook and Instagram. The formative differentiation of third-generation SNS such as intuitive image and limited network poses the necessity of recognizing individual service users as distinct groups in SNS research. Therefore, this study was conducted to analyze the differences of motivation and usage, according to the motivation of using Facebook and Instagram by 255 university students. As a result, 7 factors were found as motivation for SNS use, and there were therein motivational differences between Facebook and Instagram users. This study is expected to contribute to the prediction of user's attitude change according to the morphological evolution of SNS in the future, and to expand the application to such related fusion research as GUI design and corporate PR marketing.
Keywords
Motivation of SNS; Usage of SNS; Facebook; Instagram; Morphological differences of SNS;
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Times Cited By KSCI : 7  (Citation Analysis)
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