Online use

Today’s social network sites give consumers control over producing, circulating and consuming content, thus allowing platforms such as Facebook, YouTube, and Wikipedia to compete with bigger media (i.e., television, newspapers, etc.). To better understand this complex and competitive environment, the current study examines user motivations for consuming, creating, and participating on Facebook, YouTube, and Wikipedia. In order to understand why users consume, create and participate, the uses and gratifications framework is applied. Data indicate that while motivations do vary across platforms, entertainment was the most common expectancies across Facebook, YouTube, and Wikipedia for consuming, creating, and participating.