Individual differences in social networking site users: The interplay between antecedents and consequential effect on level of activity

•We structurally model personality and communicative influences on SNS activity.•Results support the hypothesized model of SNS motivations and activity.•SNSs were primarily used to maintain connections rather than explore new ones.•SNS affordances favor individuals who are already proficient communicators.•These platforms thus enable the “rich to get richer,” in communicative terms. Based on the notion that individual users would utilize Social Networking Sites (SNSs) in characteristic ways, we tested a structural model hypothesizing that personality traits, communicative and social variables, attitudes, and motives would affect level of SNS activity. Participants (n=674) completed measures of personality, communication apprehension, self-esteem, need for affiliation, attitudes, motives of SNS use, and level of SNS activity. Results offered support for the hypothesized model of SNS motivations and activity, illustrating that SNSs were primarily used to maintain relational connections with others. In addition, support was found for the contention that SNSs offer beneficial social tools for all individuals; however, this effect was highest for individuals already proficient in face-to-face social and communicative behaviors.