social media, social media usage, social media duration, motivations for using social media, social media frequency

Document Type

Proceedings Abstract



Exploring Motivations and Usage Patterns of Social Media Users

Social media is an important aspect of marketing today. According to Hanna et al (2011), social media is not an optional part of marketing strategy but a mandatory component for most companies today. Social media usage is rapidly growing. Facebook, the largest global social network, has over 1.19 billion users with an annual growth rate of eighteen percent (Aichner & Jacob 2015).