Public Relations and Advertising Commons^™

User Motivations For Using Business Facebook Pages, Malcolm Lee Hong

Boise State University Theses and Dissertations

Although user motives for personal use of Facebook has been frequently researched, literature that describes user motives for business communication purposes is limited. To understand this process, this study employed uses and gratifications theory to interpret users’ motivations for communicating and using business Facebook Pages. An online survey was distributed and completed by 345 participants. This survey asked participants about their personal use of Facebook, their use of business Facebook Pages, and what type of content on Facebook they found gratifying. Content analysis was also utilized to observe users’ communicative patterns on business Facebook Pages.

It was found that, in …