Motivations for Social Media Use and Consumption in Zambian Online Platforms

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Author(s): Gregory Gondwe (University of Colorado at Boulder, USA), Roberta Muchangwe (University of Zambia, Zambia)and Japhet Edward Mwaya (St. Augustine University of Tanzania, Tanzania)
Copyright: 2021
Pages: 12
Source title: Analyzing Global Social Media Consumption
Source Author(s)/Editor(s): Patrick Kanyi Wamuyu (United States International University – Africa, Kenya)
DOI: 10.4018/978-1-7998-4718-2.ch011

Keywords: Information Science Reference / Media & Communications / Social Computing / Social Networking

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Abstract

Although considerable literature has grown around the motivations for social media use and consumption across Africa, there is still a dearth of research on trends of consumption across different cultures and particular demographic environments. Studies that have attempted to explore this field tend to focus on how social media and the internet as a whole have remedied individuals in different ways. Particularly, how social media usage has enhanced participatory governance economically improved people's lives. This chapter offers a rather nuanced synthesis and perception of social media usage and consumption in Zambia that underscores the motivating factors. Two major interpretations are identified: social media consumption that focuses only on the quantity of proliferated online content and social media usage that interrogates the various ways people in Zambia use social media to suit their tastes and needs. The two approaches underscore the debate in this chapter and highlight how most studies have downplayed the distinction between the two.

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Motivations for Social Media Use and Consumption in Zambian Online Platforms

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