Exploring the Use of Social Media Platforms as a Means of Gratifying Perceived Needs among College Students

This study explored students' perceptions of using social media to gratify their entertainment, self-expression, educational, status-seeking, socializing, escapism, and information-seeking and sharing needs. Data collected from 332 college students enrolled across different programs were examined using Analysis of Variance (ANOVA) and multiple regression analysis. The findings revealed significant differences in students' perceptions of using their most preferred social media platforms to gratify their escapism and information-seeking and sharing needs. Regarding escapism, a significant difference in perception was found between Twitter and TikTok. Similarly, significant differences were found in information-seeking and sharing needs between Facebook and TikTok and between Instagram and TikTok. The study also found that the high school attended predicted the perception of using social media for entertainment needs. Year level, internet connectivity, and number of devices were significant predictors of gratifying self-expression needs. Additionally, the number of devices was a strong predictor of gratifying status-seeking needs. In conclusion, the study determined social media preferences, with Facebook being the most preferred platform. The study also noted excessive social media usage among students. Furthermore, it identified differences in students' perceptions of using their preferred platforms to gratify their needs and determined which profile variables significantly influence their social media usage for the gratification of needs. It is recommended to conduct comparative studies on social media's ability to gratify needs based on profile, explore additional factors influencing social media usage, and develop programs aimed at promoting responsible social media use, which can contribute to the overall well-being of the students.