Religious contents on face book and audience gratification

Abstract

Social media and internet have become a major source of providing information in Pakistan. There is no denying the fact that Facebook has emerged as one of the most viewed social media websites in Pakistan. The study sought to examine the relationship between exposure to Facebook and audience religiosity gratification. Using a sample of students and permanent faculty of Bahria University Islamabad, a survey was conducted based on the major themes of demographics, exposure to Facebook, religious content, religious social and psychological gratification and audience change in attitude and behavior towards religiosity. Results of the study found that there is a high correlation between the higher age female respondents Facebook use and religious gratification than men and younger people. Similarly they get more gratification from religious content on Facebook. Moreover no correlation was found between exposure to Facebook and audience change in attitude and behavior towards religiosity among young Facebook users. Moreover there was partial correlation found with higher age female Facebook users.