Abstract:
Despite a number of studies exploring the uses and gratifications of social network sites (SNS) in
Sub-Saharan Africa, few seek to know which gratifications lead to high dependence in the use of
a particular SNS and how it enhances the sense of social presence among students. Informed by
uses and gratification theory and social presence theory, this paper sought to fill this gap. The
researchers used a stratified random sample of 489 students from a private university in Kenya.
These students filled a survey between February and May 2018 that focused on the types of
social media sites students sought and their gratifications. The data collected was analysed using
content analysis, hierarchical and logistic regression. Results showed that students sought
various gratifications from SNS. First, they sought SNS that enabled them to communicate,
interact, socialize and connect with friends, and family; secondly, to get updates and trending
news; furthermore, students sought SNS to access new technologies and innovations. Other
gratifications sought were: to transact business; carry out work-related duties; enhance
learning; entertain, and enjoy the attributes of the SNS. Purposive value influenced dependence
on Facebook and WhatsApp, Purposive value (information) and entertainment influenced
dependency on Google, while entertainment influenced dependency on YouTube. There were
positive relationships between social presence with purposive value, self-discovery, and
entertainment. Some practical implications include: first, the universities should channel the
gratifications that students seek in social media to enhance learning activities. Secondly,
YouTube should be incorporated into learning and teaching activities.
