Theorizing Social Media Usage Behaviour

Pages: 366-369
Thipparapu Rajesh (Department of Psychology, Mizoram University, Aizawl, Mizoram)

The lack of an integrative theoretical framework pushed most of the research on social media into cyclical form. This paper reviewed theories like uses and gratifications theory, social skills hypothesis and social capital hypothesis, as these theories previously guided social media research. In addition, this paper examined theories such as IPACE model, supernormal stimuli, behavioural economics, social brain hypothesis and psychological persuasion, which can provide a new perspective in understanding social media behaviour. Finally, this paper discussed the impetus for empirical research to test the validity of these theories.