This study aimed to identify key motivating factors behind use of social media among Indian users. Data were collected through self-administered questionnaire and conclusion were drawn with the help of factor analysis. | Motivations for using social media an exploratory study International Journal of Management IJM Volume 7 Issue 4 May June 2016 129 Article ID IJM_07_04_009 Available online at http ijm JType IJM amp VType 7 amp IType 4 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication MOTIVATIONS FOR USING SOCIAL MEDIA AN EXPLORATORY STUDY Chintan H Rajani Assistant Professor School of Management RK University Rajkot Gujarat India Dr. Ashvin Solanki Department of Business Management Saurashtra University Rajkot Gujarat India ABSTRACT Social media has emerged as a new medium of communication and is part of daily life for majority of the people. This study aimed to identify key motivating factors behind use of social media among Indian users. Data were collected through self-administered questionnaire and conclusion were drawn with the help of factor analysis. Analysis reveals feedback and personal utility entertainment and socializing content sharing and networking as key motives for using social media. Key words Motivations Social Media Factor Analysis Reasons Motives Cite this Article Chintan H Rajani and Dr. Ashvin Solanki Motivations For Using Social Media An Exploratory Study. International Journal of Management 7 4 2016 129. http ijm JType IJM amp VType 7 amp IType 4 INTRODUCTION Social media is a platform to facilitate online conversation between people with common interest. There are two kinds of social media expressive social media Facebook LinkedIn Instagram etc. and collaborative social media Lee and Kwak 2011 .Over last decade Social media have emerged as a new medium of communication and was used by more than two billion users worldwide. Digitization and easy internet access are key drivers behind exponential growth and usage of social media. Social media have shaped contemporary culture and is part of daily life of .
