Social networking sites usage & needs scale (SNSUN): a new instrument for measuring social networking sites' usage patterns and needs

Numerous measures of SNSs use have been found in the literature. However, the bulk of existing instruments measure either usage patterns or needs gratifications. What remains lacking is an instrument that integrates both dimensions of SNSs usage patterns and needs. The current study addresses this gap by presenting an integrated instrument that measures both SNSs usage patterns and interrelated dimensions of SNSs needs, namely: diversion needs, cognitive needs, affective needs, personal integration needs, and social integration needs. This instrument is specifically validated for populations in a developing country as exemplified by Pakistan, a research context lacking in validated instruments. Development and validation of the instrument were conducted in two phases: (1) expert validation of questionnaire (2) instrument convergent validation. Six researchers with related expertise, internationally and from Pakistan, provided input in the expert validation phase. Next, structural equation modelling (SEM) was performed on the results of an online survey in Pakistan (n = 162). Results returned five dimensions of SNSs needs (i.e. diversion, cognitive, affective, personal integration and social integration), with 18 items showing high reliability (α = .922) and strongly correlated within and between dimensions. Based on demographic data analysis, the instrument is validated for male and female young adult urban residents with middle and higher socioeconomic status.