Abstract:

Social networking sites (SNSs) have become part of our daily lives, especially Facebook (FC) the most popular SNS, it became an essential tool for connecting people and creating different kinds of interactions. This web application allows users to post and share content with a large audience through status updates and wall posts. The current study aims to utilize Use and Gratification (U&G) approach to explore the motivations and uses of FC among a sample of FC users in Morocco (N=355). Findings deal with the relationship between the motivations to use FC and users’ content posting behavior on the site. The observations indicate that multiple motivations to use FC predict content posting behaviors, but only posting and viewing the status update was the highest rated motivation to use FC. Furthermore the findings show that the strongest predictor of FC content posting behavior in Morocco is viewing and posting videos on the site. This study contributes to building a better knowledge around social networks and their users’ behaviors.