Abstract:

With the rapid development of communication technologies, significant changes have occurred in human life practices. In this period, also called a networking society, a significant portion of the world’s population uses social networks and individuals can instantly communicate their feelings, thoughts, desires and expectations. In this context, social networks appear to us as an important element in addressing certain human needs. In this framework, it would be right that social networks are addressed by the use and satisfaction approach in terms of responding to individual needs and bringing individuals to a satisfaction. The aim of this study is to reveal the motivations for university students to use YouTube in the context of the use and satisfaction approach. Because the social network used in Turkey is "YouTube", this environment has also been considered necessary to be studied in the context of the use and satisfaction approach. In this study; the universe of research in the University of Fırat; the sample, 640 bachelor students. For this purpose, data was collected from quantitative research methods; the general scan and the relative scan model with the data collection tools applied and prepared. In the process of analysis of the data; licensed SPSS 23. The 0 program has taken into account the 0.05 error share and the necessary statistical processes have been carried out. The findings revealed five basic motivations: social interaction, product and content recognition, escape, education and entertainment. It is among the important findings that has been found that there is a significant difference between the duration of use of YouTube and the motivation for escape. In addition, it was found that there was no meaningful difference between the five subdimensions shown and gender. This situation shows that the motivations in the lower dimensions are eliminated in a similar way by women and men.

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