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While much of the studies within the Uses and Gratifications (U&G) tradition were set to predict facets of media use, the current study examines how use motivations, nature of platform use, and privacy-related perceptions predict users’ use continuance intentions for Facebook, Instagram, Twitter, and TikTok and their problematic use (i.e., addiction), simultaneously. The study uses a cross-sectional survey of undergraduate students at a large Midwestern University ( N = 685), where participants expressed their motivations to use each of the four platforms (depending on their active use of the platform), platform affinity and other usage factors, their intentions to continue using the platform, and their problematic use of the platform. Findings showed superiority of Instagram in terms of U&G. Regression models highlighted differences in the four platforms’ problematic use and continuance intentions. Findings are discussed within the framework of reconceptualizing U&G outcomes within the evolving social media environment.
Alhabash et al. (Mon,) studied this question.