Factors influencing the choice of social network sites among high school teenagers in Nairobi, Kenya

Abstract

This study sought to address the gap in empirical research related to user gratification factors influencing the choice of Social Network Sites (SNSs) among high school teenagers. In order to achieve this, the study was anchored on the Uses and Gratifications (U&G) approach. The study sought to (a) investigate the influence of personal identity on high school teenagers’ choice of social network sites, (b) assess the influence of diversion on high school teenagers’ choice of social network sites, (c) determine the influence of surveillance on high school teenagers’ choice of social network sites, (d) examine the influence of social capital on high school teenagers’ choice of social network sites, and (e) establish the moderating effect of demographic characteristics on independent variables in high school teenagers’ choice of social network sites. The study employed a mixed method research design in which the main methods used in data collection included; self-administered questionnaires, Focus Group Discussions, and In-depth interviews. The study population comprised of all teenagers aged between 14 and 19 years and currently enrolled in public high schools within Nairobi County. A sample of 481 respondents drawn from Dagoretti and Langata sub-counties of Nairobi County participated in the study, which focused on five popular SNSs namely, Facebook, Twitter, LinkedIn, Google+, and Pinterest. Findings revealed that the independent variables of personal identity, surveillance and social capital significantly influenced choice of SNSs among high school teenagers. Specifically, high school teenagers’ choice of SNSs was motivated by the need to bridge and maintain social capital more than bonding. Demographic characteristics did not moderate SNSs choice for teenagers residing in Nairobi but characteristics such as parents’ level of education moderated for teenagers residing outside Nairobi. The study concluded that social network sites usage among teenagers needs to be harnessed for positive outcomes. Equally, the study made the following recommendations. Firstly, social network sites could be used positively in behavior change campaigns targeting teenagers because they have a higher affinity to them. Secondly, policy makers within government should take keen interest on teenage interactions with social network sites in order to forestall negative effects such as recruitment into terror cells. The study suggested further research in rural contexts and on a wider youth segment.