A Sociopsychological Approach to Millennials Attitudes on Social Networking Sites

Abstract

This research aims to identify the social and psychological origins of needs, which may result in the need to obtain certain gratifications from social networking sites, different patterns of social networking sites usage, or cause social networking sites addiction, and the possible consequences they may have on millennials social capital and attitudes toward social networking sites advertising. The study adopts the Uses and Gratifications theory and employs a quantitative research method. The sample of the study consisted of 385 millennials, aged from 21-37 years old, who all used Facebook, Instagram, and YouTube platforms. Data were analyzed using the Structural Equation Modeling. The findings of the study provide useful insights regarding millennials behavior on social networking sites, as well as their attitudes towards social networking sites advertising. The findings suggest several implications and recommendations for marketers, which can help in increasing the effectiveness of advertisements directed to millennials.