What Affects the Level of Social Networking Site Daily Usage? An Empirical Analysis of Greek University Students

Social networking sites (SNSs) constitute a crucial topic of debate concerning the effect on business and society. The reasons for use and the time people spend on them have also been a topic that has been highly researched and discussed as several social, psychological, educational, and ethical issues arise due to the propagation of social media and SNSs in all demographic groups, and especially in younger people and students. This article aims to investigate the factors that affect the level of daily usage of SNSs by university students. Four major factors that affect SNSs usage were identified: debating, socializing, expression, and entertainment seeking. The results show that two of them, namely debating and entertainment seeking, have a significant effect on the level of SNSs daily usage providing useful insight into the ways that university students utilize SNSs.