The consumption of social media has become a universal phenomenon. Everyone around the globe makes use of social networking media in its own way and style. Some users are found engaged in social media use around the clock, whereas others make use of the same for varying time duration. Some of the users use social networking sites just to kill time while others use these sites for the satisfaction of their social and psychological needs. This paper intended to investigate the consumption pattern of Facebook to ascertain how maniac the students are in use of the site. The study also aimed at exploring the satisfaction of youth’s needs through Facebook use. The intended needs the users were supposed to satisfy by making use of Facebook included information, social interaction and entertainment. The study was quantitative in nature and employed survey method as the research design. The data was gathered through a questionnaire from 181 respondents drawn as a sample from the two southern universities of Khyber Pukhtunkhwa. In the sample, 137 were male students, whereas 44 were female students of Kushhal Khan Khattak University Karak and Kohat University of Science and Technology Kohat. The questionnaire consisted of four items, such as respondents’ consumption pattern, and the needs of information, social interaction, and entertainment. Collected data were analyzed through SPSS version 23. The findings revealed that most of the students, both male and female, spent a fair amount of time in Facebook use to gratify their social and psychological needs of information, social interaction, and entertainment.
1-Azam Jan Assistant Professor, Department of Communication and Media Studies, Hazara University, Mansehra, KP, Pakistan.2-Muhammad Imran Mehsud Assistant Professor, Department of Political Science, Hazara University, Mansehra, KP, Pakistan.3-Malik Adnan Assistant Professor, Department of Media Studies, The Islamia University of Bahawalpur, Punjab, Pakistan.
Facebook Mania, Youth, Needs Satisfaction, Consumption Pattern, uses and Gratification