USE OF SOCIAL NETWORK SITE AS A SOURCE OF SOCIAL CAPITAL AMONG YOUTH: A CROSS SECTIONAL STUDY OF UNIVERSITY STUDENTS IN LAHORE

Abstract

This study aimed at investigating the social utility of a leading social network site (Facebook) among university students in Lahore. It employed a theoretical model that combined users and gratification perspective with social capital theory. The conceptual framework proposed that Facebook usage along with users’ motives played a central role in generating social capital. Additionally, this research also attempted to find out the role of socio-demographic characteristics and basic Facebook profile features in predicting social capital of Pakistani university students. Social capital referred to as bridging social capital, bonding social capital and civic participation of the students. Both online and offline forms of social capital were measured. Facebook usage was analysed as the intensity of Facebook use and Facebook relationship maintenance behaviours. After reviewing the literature of users and gratifications focused on Facebook use, a model of motivations that encompassed; Facebook use for making new social ties, maintaining of the existing social ties, seeking and sharing of information, entertainment, selfdocumentation and self-expression, was developed. By opting cross sectional survey research method, the researcher collected data (N=1245) from eight degree awarding institutes of Lahore. The data were collected through self- administered questionnaire. The response rate of the study was 86.3%. Eight research questions were crafted in line with the objectives of the research and tested by conducting a series of statistical analyses including descriptive statistics, correlations, independent sample t-tests, analysis of variances and multiple linear regression models for each form of social capital. The findings of the study revealed that Pakistani students were active users of Facebook. The students primarily used Facebook for making new social ties, maintaining the existing social ties and for seeking and sharing of information. The secondary motives were evaluated as self-expression, self-documentation and recreational use of Facebook. Regression analysis confirmed that the intensity of Facebook use influenced all forms of social capital except offline bridging and offline bonding social capital. Facebook relationship maintenance behaviours explained social capital with the exception of offline bonding social capital. Apart from recreational use of Facebook, all other motives significantly contributed to the development of social capital among the youth. However, the variations were located in the independent variables to explain the different forms of social capital. Moreover, some socio-demographic and Facebook profile characteristics also emerged out as the predictors of social capital except offline bridging social capital. On the basis of these findings, the study concluded that the manifestation of social capital among young Facebook users mostly depended upon level of their Facebook usage and the motivations that drove them to make use of this social network site in their daily lives.