Generational differences in content generation in social media: The roles of the gratifications sought and of narcissism

Abstract

This study examines the roles of the gratifications sought and of narcissism in content generation in social media and explores the generational differences in motivations and in narcissistic personalities when predicting the usage of Facebook, blogs, and forums. Data were gathered from a probability sample of 596 social media users through a telephone survey in 2010. Factor analysis results showed that content generation using social media was satisfying five socio-psychological needs: showing affection, venting negative feelings, gaining recognition, getting entertainment, and fulfilling cognitive needs. In particular, people who used social media to meet their social needs and their need for affection tended to use Facebook and blogs. In contrast, when users wanted to air out discontent, they often turned to forums. Results also showed that exhibitionists seemed to use social media to show affection, express their negative feelings, and achieve recognition. The study found no generational differences in using Facebook and blogs as a means to satisfy social needs or the need for affection. However, differences in patterns of social media usage were found among Baby Boomers with different narcissistic personalities. The paper includes a discussion of the study’s limitations and suggestions for future research.