Play with secrets: understanding motivations and gratifications in one-way anonymous communication

Purpose The rising significance of online anonymity in social interactions, particularly among young consumers, has led to the emergence of anonymous social media within existing friendship networks. This study aims to uncover the motivations and gratifications driving young consumers to adopt anonymous social media applications within their friendship networks. Design/methodology/approach Based on in-depth interviews with 23 users, this study proposes a framework of one-way anonymous communication that delineates three distinct user roles: host, questioner and observer. Findings This study not only unveils the multifaceted motivations propelling individuals to engage in a one-way anonymous communication context but also offers insights into the diverse gratifications associated with such interactions. More specifically, hosts are motivated by trendiness, curiosity, entertainment, recognition and identity expression. Questioners engage out of curiosity, a desire to offer support and for entertainment, while also managing identity and social risk. Observers primarily experience ethical concerns and emotional ambivalence because of the potential misuse of anonymity. Originality/value This study contributes to the uses and gratifications theory by uncovering how one-way anonymous interactions within known social circles satisfy evolving psychological and social needs among young consumers.