Communication Commons^™

Life Beyond The Like: Uses & Gratifications Of Sharing Business Facebook Page Content, Sara M. Nash

College of Journalism and Mass Communications: Theses

One of the main reasons businesses create a Facebook Page is to solidify relationships with existing customers who are Facebook users and to leverage those relationships to gain new customers. Many studies have asked Facebook users to articulate the gratifications they receive when “liking” a business Facebook Page. These studies help explain what gratifications users gain by connecting to businesses via Facebook. To expand on these findings, the current pilot study applied the uses and gratifications theory to identify Facebook users’ motivations to “share” business Facebook content within their own personal network. Understanding users’ reasons for “sharing” will help businesses …

Facebook Frets: The Role Of Social Media Use In Predicting Social And Facebook-Specific Anxiety, Lee Farquhar, Theresa Davidson

Scholarship and Professional Work - Communication

Theory suggests that Facebook users may experience anxiety due to accessibility of their self-presentations to their entire networks. This project examines the impact of Facebook use on general social anxiety and Facebook-specific anxiety. Predictors we consider include the intensity of Facebook use, role conflict experienced during Facebook use, self-monitoring activities of the user, and religiosity of the user. Findings indicate that Facebook may, indeed, be increasing anxiety. Role conflict and religiosity can also increase Facebook-specific anxiety. Self-monitoring decreases Facebook-specific anxiety but increases general social anxiety. These findings suggest that, under certain circumstances, Facebook use may lead to heightened anxiety.

Facebook Frets: The Role Of Social Media Use In Predicting Social And Facebook-Specific Anxiety, Lee Farquhar, Theresa Davidson

Lee Farquhar