Social Networking Sites and the Indian Youth: A Content Analysis of User Motivation

Abstract

This study investigates the diverse motivations driving Indian youth to engage with Social Networking Sites (SNS) by applying the Uses and Gratifications Theory (U&GT). A qualitative content analysis of responses from 70 participants aged 18–29 revealed twelve key motivational domains: communication, entertainment, maintaining existing relationships, meeting new people, passing time, transfer of media, career-related activities, information and education, love and/or sexual experiences, self-expression, shopping, and photo/video capturing or editing. While several domains, such as communication and entertainment, mirror established literature, others—like transfer of media and photo/video editing; emerged as distinctive to this cohort. Findings underscore SNS as multifunctional tools serving social, informational, expressive, and professional needs, but also highlight potential risks, including excessive passive use, FoMO, and appearance pressures. Results affirm the relevance of U&GT while suggesting the need for expanded frameworks to account for contemporary, platform-specific behaviors. The study provides a culturally contextualized understanding of SNS engagement in India, offering implications for educators, policymakers, and platform designers to foster digital well-being and critical media literacy among youth.