Abstract:

Social media platforms are among the most frequently visited websites online, and they are the primary way people around the world connect to their digital environment. The interactive nature of these platforms has led to a boom in scholarship in predicting behaviors on social media. In this paper, we apply the Social exchange theory on the social media users. We examine the rationality behind the use of the social media. Through this theory, that describes the elements and process by which people engage in an exchange, we identify the rewards that are sought by the social media users and the costs incurred. Basic economic principles assume that people seek to gain something of greater value than it costs, or at least, reach a balance in the exchange. A broader aim of this paper is to contribute to the understanding of motivations of social media use.