Özet:

Today, social media has become a part of people’s life. In particular, with the very widespread use of smartphones and tablets, social media users have increased significantly. As the number of social media users increases, users spend time on these networks with different motivations. Some users use these networks for socialization, while others use social media with motivations such as entertainment, searching for information, gaining status. In this context, the study has studied the influence of factors affecting the use of social media on the intention of using social media and the role of the moderator of the level of education, age and income. In the framework of the study, data from 465 individuals aged 16 and over were collected using the survey method and analyzed data using hierarchical regression analysis. Analysis findings show that social media interest, hedonic benefits, status expectations and information searching positively affect the intention of individuals to use social media. The level of education has a moderating role between searching for information and the intention to use social media, while the age has an interest in social media and the intention to use social media. This study will make a significant contribution to the explanation of the reasons for the use of social media by individuals with demographic differences.

Anahtar Kelimeler:

Özet:

Social media has become a part of the lives of individuals today. Social media users have increased significantly, especially with the widespread use of smart phones and tablets. Although the number of social media users is increasing, users spend time in these networks with different motivations. Some users use these networks to socialize, while others use social media for motivations such as entertainment, information seeking, gaining a status. In this context, the effects of the factors affecting social media use on the individuals' social media usage intentions and the moderating roles of educational level, age and level of income were examined in this study. Within the scope of the study, data were collected from 465 individuals aged 16 years and over using a questionnaire method and the data were analyzed using hierarchical regression analysis. Findings of analysis show that social media relevance, hedonic benefits, status seeking and information seeking positively affect individuals' social media usage intentions. Educational level has been found to have a moderating role between information seeking and social media usage intentions while age has been found to have a moderating role between social media relevance and social media usage intentions. This study will contribute to the explanation of the reasons for the use of social media by individuals with demographic differences.