Abstract

In recent times, prolific studies have emerged in tandem with the growth of social networking sites (SNSs). However, there are scant research efforts that have integrated motivations and network externalities on SNSs use. Thus, the study examined the influence of motivations and network externalities on the use of Instagram and Facebook by Nigeria undergraduate students. The study adopted survey research method. Four universities from South-West and North-Central geo-political zones of Nigeria were purposively selected. The population size was unknown. Therefore, Cochran (1963) formula of infinite population was used to arrive at sample size of 384. Multiple non-probability sampling methods were used to reach survey participants. The research employed questionnaire to collect data and was validated by content experts. Factor analysis with varimax rotation, repeated measures ANOVA and hierarchical multiple regression were used to analyze the data collected at 0.05 significance level. Findings revealed that different SNSs serve different purposes because each SNS support a distinct communication need the other cannot completely satisfy; and that motivations are powerful determinants of SNS use than network externalities. The study recommended that Instagram and Facebook should differentiate their marketing strategies by specifically targeting users interested in using their SNS to fulfill their needs.

Key Words: Motivations, Network Externalities, Instagram, Facebook, Nigeria Undergraduate Students

^JCMR Journal of Communication and Media Research, Vol. 14, No. 1, Special Issue 2, June 2022, pp. 30-49

© Association of Media and Communication Researchers of Nigeria (AMCRON).

About the authors

*      Habibullah Ibrahim Mahmoud is of the Department of Mass Communication, University of Ilorin, Ilorin, Kwara State, Nigeria

**    Adesina Lukuman Azeez is of the Department of Mass Communication, University of Ilorin, Ilorin, Kwara State, Nigeria

***  Abiodun Adeniyi is of the Department of Mass Communication, Baze University, Abuja, Nigeria

****    Oluwakemi Popoola is of the Department of Media and Communication, Landmark University, Omuaran, Kwara State, Nigeria

Article Citation

Mahmoud, H. I., Azeez, A. L., Adeniyi, A. & Popoola, O. (2022). Comparative analysis of influence of motivations and network externalities on Instagram and Facebook use by Nigerian undergraduate students. Journal of Communication and Media Research, 14 (1, SP. 2): 30-49.

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