American Journal of Humanities and Social Sciences Research (AJHSSR) 2024

American Journal of Humanities and Social Sciences Research (AJHSSR)

e-ISSN : 2378-703X
Volume-08, Issue-09, pp-80-91
www.ajhssr.com
Research Paper Open Access

Personal Gratifications Factors Influencing the Use of WhatsApp

Features among Students of Multimedia Universityof Kenya
Apolyne Anyango1, Prof. Idah Gatwiri Muchunku2 and Dr. Sammy Yaah Baya3
1
(Postgraduate Student, Department of Journalism and Communication, Multimedia University of Kenya)
2
(Lecturer, Department of Journalism and Communication, Multimedia University of Kenya)
3
(Lecturer, Department of Journalism and Communication, Multimedia University of Kenya)

ABSTRACT: In the twenty-first century, the adoption and usage of social networking sites (SNS) are a very
vital aspect of life. Nevertheless, despite significant advancements in this sector, adoption, acceptance and use of
SNS has not met its maximum potential. Different countries still face challenges in identifying factors
influencing acceptance, adoption and usageof SNS. The primary objective of the study therefore was to examine
the influence of personal gratification factors on use of WhatsApp features among undergraduate students in
Multimedia University of Kenya (MMU). Further the study investigated the influence of demographic factors on
the use of WhatsApp features among MMU students. Uses and gratifications theory and expectancy-value
theory served as the study's main theoretical pillars. A questionnaire was used to collect data from 379
undergraduate students in Multimedia University of Kenya. The study established that personal gratifications
factors significantly influenced usage of WhatsApp features among undergraduate students of Multimedia
University of Kenya. The findings point to a disconnect between available WhatsApp features and the
requirements of different users of WhatsApp hence the study recommended that in order to improve the user
experience, software developers should consider the consumers requirements when integrating new features or
enhancing existing one.
KEYWORDS: Personal Relationship, Personal Identity, Uses and Gratifications, WhatsApp Features

I. INTRODUCTION
The use of apps for direct messaging such as WhatsApp, Telegram and WeChat among others has risen
especially among young people owing to their synchronous and private features, which foster closeness and
connection functioning in the same spectrum as personal conversations [1]. Currently, there are 4.23 billion users
of instant messaging apps worldwide with WhatsApp being the most prevalent among the youth [2]. According to
Deshmukh [3], 18 % and 29% of WhatsApp users in the world are between the ages of 17-25 and 26-35
respectively. The youth’s most basic psychological needs include the need to connect with peers and feel
acknowledged and respected and in this age of social media dominance, the youth turn to social networking sites
to meet these needs [4]. Since the use of WhatsApp is prevalent among the youth, this study therefore looked into
the influence of personal relationship and personal identity on use of WhatsApp features among students of
Multimedia University of Kenya. In contrast to previous research, the study examined elements that are specific
to WhatsApp features rather than WhatsApp as a whole, in an effort to more accurately portray the diverse nature
of WhatsApp users and the service.

1.1 Statement of the Problem

UGT research has been criticized for being applied too broadly limiting its predictive power [5]. For
instance, presently the influence of personal relationship and personal identity factors on people’s use of
particular social networking sites features (particularly WhatsApp) is not well understood as most studies have
analysed satisfactions and uses of social networking sites (SNS) from a general outlook rather than a detailed
analysis thus obscuring outcomes linked to specific features [6]. This study treated WhatsApp as an assortment of
instruments applied in a myriad of ways to fulfil various purposes acknowledging that users select the activities
or site features to ignore and those to use for a given purpose and extent [6]. By analysing the influence of
personal relationship and personal identity factors on usage of specific features of WhatsApp, the study provided
a more comprehensive understanding of how people use specific medium features based on personal relationship
and personal identity gratifications sought and obtained.

AJHSSR Journal Page |1

American Journal of Humanities and Social Sciences Research (AJHSSR) 2024
1.2 Study Objectives
The study was guided by the following specific research objectives:
1. To examine the influence of personal relationship factors on the use of WhatsApp features
among students of Multimedia University of Kenya.
2. To examine the influence of personal identity factors on the use of WhatsApp features among
students of Multimedia University of Kenya.
3. To assess the moderating effect of demographic factors on the correlation between
personal gratifications factors and use of WhatsApp features among students of Multimedia University
of Kenya.

II. Literature Review

2.1 Theoretical Background
2.1.1 Uses and Gratifications Theory
The study was founded on uses and gratifications theory (UGT) proposed by Katz, Blumler and
Gurevitch in 1974. UGT states that the selection of the media that suits an individual’s needs lies with the
audience who are knowledgeable about how to get those needs satisfied [7].The theory also postulates that there
are gratifications obtained by users upon usage of a medium namely: surveillance, personal relationship, personal
identity and diversion [8]. Wardhani et al.,[9] proposed that the audience goes through a process of exercising
judgment before using a particular medium where the selection process entails deciding on the appropriateness
of the medium to meet intended gratifications. The research looked into personal relationship and personal
identity given that several UGT studies have established that once obtained, personal relationship and personal
identity gratifications have an influence on the continued use of the medium [10].WhatsApp via a myriad of
features and settings gives its users more choices and possibilities to enjoy in satisfying their needs [11]. The uses
and gratifications theory was therefore construed as an effective tool to examine the influence of personal
gratifications factors on preferences portrayed in using different WhatsApp features and how individual
WhatsApp features were utilised among students of Multimedia University of Kenya.
2.1.2 Expectancy-Value Theory
The study was also founded on the Expectancy-Value theory founded by Philip Palmgreen and J. D.
Rayburn in 1984. Palmgreen & Rayburn hypothesised that a person's expectations, evaluations, sought-after
gratifications, media exposure, and obtained gratifications are all related. The rewards received from a program,
genre, or media with increased familiarity impact one's beliefs and reinforce usage patterns [12]. This theory was
relevant to the study as it supported the examination of the influence of gratifications attained on the continued
use of WhatsApp features.
2.2 Empirical Review
Personal relationship also referred to as social interaction is attained through connecting to the internet
and communicating with others via computer accessories [10]. Personal relationship relate to affiliations and
associations with others that are aimed at attaining a sense of belonging [13]. Based on the studies by Quan- Haase
& Young [14], Whiting & Williams [13] and Sheldon & Newman [ 15 ] , elements of personal relationship assessed in
this study were: companionship (connecting with others to lessen loneliness); communication utility (promoting
communication by sharing information with others) and affection (exhibiting compassion towards others).
A focus group research on the uses and gratifications of WhatsApp among North Cyprus University
communication students observed that unlike most friendships in the social media era that start electronically and
then continue into the real world, communication via WhatsApp fosters relationships that start face-to-face.[16]
Further, the focus group research by Terkan & Celebi [16] noted that most students used WhatsApp to celebrate
their special days and show affection and support during others' special days and occasions as well as
communicate touchy subjects that they felt could not be easily addressed in person. This research differed from
the study by Terkan & Celebi [16] as it was set in Kenya and analysed the influence of personal relationship
gratification on WhatsApp features and not WhatsApp in general.

The youth find it very crucial to project a positive self- image especially on social media [4] .According to Serede
[4]
, users seeking personal identity gratifications rewards also called self-promotion aim at getting or building
self-respect and confidence. Aspects of personal identity assessed in this study were: reassurance, self-esteem
and value reinforcement. An analysis of a diverse group of Indian respondents including corporate workers and
postgraduate students observed that Indian WhatsApp users updated their WhatsApp status to project their
identity or image and to gain the favour of others [17]. This research differed from Pattusamy & Chopdar’s study
[17]
as it analysed the influence of personal gratifications’ factors on the general use of WhatsApp features among
undergraduate students whose attributes differ from those working in corporates and in other levels of study.

AJHSSR Journal Page |2

American Journal of Humanities and Social Sciences Research (AJHSSR) 2024
III. METHODOLOGY
This was a quantitative study that used a questionnaire administered to 379 students out of the 7225
undergraduate students in Multimedia University of Kenya. Stratified random sampling was used in arriving at
the sample proportionately distributed among the six faculties in MMU. Simple random sampling was then used
to accord every person in the strata an equal chance to participate in the study [18]. A total of 323 responses
translating to a favourable response rate of 85% were used for analysis [19]. Descriptive statistics were analysed
using means and percentages while inferential statistics were analysed using correlational analysis and
regression.
3. Study Findings, Discussion and Analysis
3.1 Influence of Personal Relationship Factors on University Students Use of WhatsApp Features
3.1.1 Descriptive Statistics
To determine the influence of personal relationship factors on usage of WhatsApp features, the
respondents were first asked to respond to a set of statements on personal relationship which were measured on a
five points Likert scale and recorded using means (where 5= strongly agree, 4= agree, 3=neutral, 2=disagree and
1= strongly disagree). The resultswere as presented in Table 1 below.
Table 1 Personal Relationship Factors on WhatsApp Use
Attribute Mean Std. Deviation
When I can’t meet people in person, I use WhatsApp to communicate withthem 4.44 .607

I use WhatsApp to facilitate communication by sharing information withothers 4.50 .402

I use WhatsApp to show affection for my family, classmates, friends andothers 4.05 .806

Source: Researcher (2024)

Most undergraduate students agreed that they used WhatsApp to show affection for others, communicate with
others and to facilitate communication by sharing information with others [20,21] .Sharma & Shukla [20] stated that
Jan Koum and Brian Acton founded WhatsApp Messenger to enhance communication and offer a way to
distribute multimedia content quickly and easily. Kamboj & Dayal [21] also noted that compared to Facebook,
instant messaging is more frequently used for expressing affection and WhatsApp has improved the youth’s
social ties by allowing them to stay in touch with acquaintances.
Further, the research examined how different personal relationship aspects affected the choice or use of
WhatsApp features by asking the respondents their go to feature (s). The results were recorded in terms of
percentage of users per feature for every personal relationship statement as tabulated.

Table 2 Personal Relationship Factors on Use of WhatsApp Features

Voice Video Status Profile Single Group Voice Note None

Calls Calls Feature Chats Chats Feature
Communicate with people 31.0 17.6% 1.2% .3% 49.8% 0% 0% 0%
you can’t meet in person %
Facilitate communication 13.6 4.6% 30.7% .6% 27.6% 22.9% 0% 0%
by sharing information
withothers
Show affection for my 18.6 7.4% 20.1% 1.2% 38.1% 13.9% .6% 0%
family, classmates, friends %
and others.
Source: Researcher (2024)
The research observed that to communicate with others most students used single chats, voice calls and video
calls in that order while to share information a majority of students used WhatsApp status followed by single
chats and group chats. This reinforced the findings of Mapako & Mareva [22] who argued that WhatsApp status
updates are an essential tool for information sharing that people consciously use for a variety of objectives.
Finally, the study revealed that the vast majority of students used single chats to show affection, followed by
WhatsApp status, voice calls and group chats.

AJHSSR Journal Page |3

American Journal of Humanities and Social Sciences Research (AJHSSR) 2024
3.1.2 Inferential Statistics
To determine the strength and direction of the relationship between the use of WhatsApp features and
personal relationship, the study used Karl Pearson's correlation coefficient using the coefficient of determination
(R2). The results are as presented in table 3.

Table 3 Overall Appropriateness of the Fit Model

Model R R Square Adjusted R Std. Error of the Estimate
Square
1 .652a .425 .421 .60

Predictors: (Constant), Personal Relationship

Dependent Variable: Use of WhatsApp features
Source: Researcher (2024)

Table 3 reveals an R of 0.652 showing the existence of a positive linear relationship between personal
relationship and the usage of WhatsApp features. The 0.425 R-square figure indicates that 42.5% of the
variances in WhatsApp feature usage among Kenyan students at Multimedia University were attributed to
personal relationship factors.
3.1.2.1 Multiple Linear Regression Model of Personal Relationship Factors and Use of WhatsApp
Features
The study used the multiple regression model for predictive analysis to examine the influence of personal
relationship factors on uses of WhatsApp features.
The regression model: Y = α + βX + єWhere:
α = Constant
X = represents personal relationship factorsɛ = Error term
β, = represents regression coefficient
To determine the p value and coefficient for significance, a simple linear regression model was created using
SPSS version 25.0. According to Kothari (23), the multiple regression model would be deemed insignificant if the
p value was higher than the 0.05 significance level. The results are as presented in table 4.
Table 4 Regression Coefficients

Unstandardized Coefficients Standardized Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 0.927 .207 4.782 .000

Personal Relationship Factors .412 .021 .414 12.269 .000

Dependent Variable: Use of WhatsApp Features

Predictors: (Constant), Personal Relationship

Source: Researcher (2024)

According to Table 4, the index for WhatsApp feature use among Multimedia University students in Kenya is
0.927, assuming that personal relationship factors remain unchanged. The resultant regression model was:
Y = 0.927+ 0.412 X
A unit change in the personal relationship factors resulted in a 0.412 increase in the use of WhatsApp features
among the students of Multimedia University in Kenya. This aligns with the conclusions by Menon & Meghana
[10]
; Terkan & Celebi [16] and Pattusamy & Chopdar [17] who established that personal relationship factors
influenced social media use.

AJHSSR Journal Page |4

American Journal of Humanities and Social Sciences Research (AJHSSR) 2024
4.2 Influence of Personal Identity Factors on University Students Use of WhatsApp Features
4.2.1 Descriptive Statistics
To determine the influence of personal identity factors on use of WhatsApp features, the respondents
were first asked to respond to a set of statements on personal identity which were measured on a five points
Likert scale andrecorded using means (where 5= strongly agree, 4= agree, 3=neutral, 2=disagree and 1= strongly
disagree). The results were as presented in Table 5 that follows.
Table 5 Personal Identity Factors on WhatsApp Use
Attribute Mean Std. Deviation
I use WhatsApp to portray my views and principles 4.19 .834
WhatsApp makes me feel liked and respected 3.31 1.135
I like to see how others react to the accomplishments shared on WhatsApp 4.21 .780
Source: Researcher (2024)

Most students agreed that they use WhatsApp to portray their views and principles and they like to see how
others react to the accomplishments shared on WhatsApp echoing the thoughts by Serede [4] and Greenwood [24]
who argued that for the youth projecting a positive self-image and acceptanceby peers is very crucial. . However,
most of the respondents were neutral about WhatsApp making them feel liked and respected and this could be
alluded to the presence of social media sites like Instagram which Sheldon and Newman [15] found to be having a
number of features that contribute to seeking reassurances from others.
To assess the influence of the different aspects of personal identity on the choice or use of WhatsApp features,
the respondents were asked their go-to feature (s) for particular aspects of personal identity. The results were
recorded in terms of the percentage of users per feature for every statement as shown in the following table.
Table 6 Personal Identity Factors on Use of WhatsApp Features
Voice Video Status Profile Single Group Voice None
Calls Calls Feature Chats Chats Note
Feature
Portray your views and 10.5% 1.2% 54.2% 0% 24.1% 4.6% .6% 4.6%
principles
Feel liked and respected. 8.7% 1.5% 43.0% 12.1% 20.4% 4.6% 0% 9.6%

See how others react tothe 5.9% 1.2% 57.0% 4.3% 10.8% 20.7% 0% 0%
accomplishments shared
onWhatsApp.
Source: Researcher (2024)

WhatsApp Status posted the highest percentages for the three statements. The study also observed that the
profile feature also enabled users to feel liked and respected though not as much as WhatsApp status and single
chats. These finding correspond to studies by Sung et al., [25] and Pattusamy & Chopdar [17]. According to Sung et
al., [25] social media users easily express themselves through SNS that allow photo
sharing clearly demonstrating that photos are more powerful than words in communication thus textual and
visual networking sites have overridden SNS that are text based. Concurrently, Pattusamy & Chopdar [17] argued
that WhatsApp users post frequent status updates to express their opinions and to gain popularity and attention in
their social networks.
4.2.2 Inferential Statistics
The results obtained from Karl Pearson's correlation coefficient using the coefficient of determination
(R2) are aspresented in table 7.
Table 7 Overall Appropriateness of the Fit Model
Mode R R Square Adjusted R Std. Error of the Estimate
l Square
1 .542a .294 .280 .20
Predictors: (Constant), Personal Identity
Dependent Variable: Use of WhatsApp features

Source: Researcher (2024)

AJHSSR Journal Page |5

American Journal of Humanities and Social Sciences Research (AJHSSR) 2024
Table 7 reveals an R of 0.542 showing the existence of a positive linear relationship between personal identity
and the usage of WhatsApp features. The 0.294 R-square figure indicates that 29.4% of the variances in
WhatsApp feature usage among Kenyan students at Multimedia University were attributed to personal identity
factors.
4.2.2.1 Multiple Linear Regression Model of Personal Identity Factors and Use of WhatsApp Features
The study used the multiple regression model for predictive analysis to examine the influence of
personal identityfactors on uses of WhatsApp features.
The regression model: Y = α + βX + єWhere:
α = Constant
X = represents personal identity factorsɛ = Error term
β= represents regression coefficient
The results from the multiple regression model of personal identity factors and use of WhatsApp features
are aspresented in table 8.

Table 8 Regression Coefficients

Unstandardized Coefficients Standardize d
Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 0.751 .112 4.037 .000
Personal Identity Factors .337 .013 .321 9.526 .000
Dependent Variable: Use of WhatsApp Features
Predictors: (Constant), Personal Identity
Source: Researcher (2024)

According to Table 8, the index for WhatsApp feature use among Multimedia University students in
Kenya is 0.927, assuming that personal identity factors remain unchanged. The resultant regression
model was:
Y = 0.751+ 0.337 X

A unit change in the personal identity factors resulted in a 0.337 increase in the use of WhatsApp features among
the students of Multimedia University in Kenya. This aligns with the conclusions by Serede [4]; Sheldon &
Newman [15] and Pattusamy & Chopdar (17) who established that personal identity factors influenced how the
youth used social media.

4.3. The Moderating Effect of Demographic Factors on the Relationship between Personal
Gratification Factorsand Use of WhatsApp Features among Students of Multimedia University of Kenya

4.3.1 Descriptive Statistics

Based on extant literature, the study noted the existence of moderating variables to the effect of
personal relationship and personal identity factors on the use of WhatsApp features. The moderating variables
used in the study were gender, faculty and year of study. The study analysed by gender, the students' reactions to
various statements on personal relationship and personal identity as indicated in the following table.
Table 9 Descriptive Statistics on Gender and Personal Gratifications Factors
Personal Attributes Gender
Gratifications Male Female
Factors
(Mean) (Mean)
Personal When I can’t meet people in person, I use WhatsApp to communicate with 4.34 4.56
Relationship them
Factors I use WhatsApp to facilitate communication by sharing information withothers 4.46 4.64
I use WhatsApp to show affection for my family, classmates, friends andothers 3.87 4.08
PersonalIdentity I use WhatsApp to portray my views and principles 4.17 4.23
Factors WhatsApp makes me feel liked and respected 3.27 3.37
I like to see how others react to the accomplishments shared on WhatsApp 4.20 4.21
Source: Researcher (2024)
AJHSSR Journal Page |6
American Journal of Humanities and Social Sciences Research (AJHSSR) 2024
While there was some variation in the responses based on gender, the difference was not very significant.
Females’ means were higher than males’ for each of the six personal gratifications statements supporting the
arguments by Roy [26] and Corbu et al., [27] .Women utilise the internet more frequently than men for
interpersonal communication [26] . Concurrently, Corbu et al., [27] argued that compared to men, ladies are
typically more reliant on WhatsApp. Both male and female students agreed that they use WhatsApp to
communicate with others, facilitate communication by sharing information, show affection, portray views and
principles and see how others react to their accomplishments. However, most students were neutral on
WhatsApp making them feel liked and respected.
The study also analysed the students' reactions to statements on personal identity and personal relationship by
faculty as indicated in the following table.
Table 10 Descriptive Statistics on Faculty and Personal Gratifications Factors
Personal Attributes Faculty
Gratifications Business Media CIT Eng. Science& Social
Factors Tech Sci.
Personal When I can’t meet people in person, I 4.64 4.57 4.08 4.72 4.43 4.36
Relationship useWhatsApp to communicate with them.
Factors
I use WhatsApp to facilitate 4.49 4.56 4.47 4.42 4.40 4.52
communication by sharing information
with others.
I use WhatsApp to show affection for my 3.95 3.82 4.16 4.37 3.60 3.61
family, classmates, friends and others.
Personal I use WhatsApp to portray my views 4.16 4.26 4.16 4.11 4.16 4.35
Identity Factors andprinciples.
WhatsApp makes me feel liked and 3.36 3.37 3.29 3.26 3.00 3.30
respected.
I like to see how others react to the 4.27 4.20 4.07 4.13 4.28 4.43
accomplishments shared on WhatsApp.
Source: Researcher (2024)
Students across all faculties agreed, according to the study, that they use WhatsApp to communicate with people,
facilitate communication by sharing information, portray views and principles and see others reactions to the
accomplishments shared. However, students across the faculties were neutral about WhatsApp making them feel
liked and respected. Finally, most students in the faculty of Engineering, Communication and Information
Technology, Business and Media agreed that they use WhatsApp to show affection while a majority of the
students in the Faculty of Social Sciences (3.61) and Science and Technology (3.60) were neutral about using
WhatsApp to show affection for others.
Finally, the study assessed the students' reactions to statements on personal gratifications by year of study as
indicated in the following table.

Table 11 Descriptive Statistics on Year of Study and Personal Gratifications Factors

Personal Attributes Year of study
Gratifications
Year 1 Year 2 Year3 Year 4 Year 5
Factors
Personal When I can’t meet people in person, Iuse 4.48 3.93 4.55 4.55 4.56
Relationship WhatsApp to communicate with them
Factors
I use WhatsApp to facilitate communication 4.42 4.42 4.58 4.56 4.68
bysharing information
with others
I use WhatsApp to show affection for my 3.63 3.93 4.19 4.21 4.68
family, classmates, friends and others
Personal Identity I use WhatsApp to portray my views and 4.11 4.34 4.13 4.21 3.67
Factors principles
WhatsApp makes me feel liked andrespected. 3.29 3.26 3.34 3.35 3.67
I like to see how others react to the 4.33 4.30 4.18 4.17 4.17
accomplishments shared on WhatsApp.
Source: Researcher (2024)

AJHSSR Journal Page |7

American Journal of Humanities and Social Sciences Research (AJHSSR) 2024
Students in the different levels of study agreed that they use WhatsApp to: communicate with those they cannot
meet in person, facilitate communication, portray views and principles and see how others react to the
accomplishments shared on WhatsApp. Most students across the years indicated that they were neutral about
WhatsApp making them feel liked and respected. The fact that year one (1) students recorded the lowest means
for the statements on sharing information (4.42) and showing affection (3.63) was consistent with Zhou &
Leung's [28] assertion that the majority of first-year college students experience loneliness and a lack of social
connection; as a result, the study assumes that WhatsApp is a tool used by these students mostly to pass time.

4.3.2 Inferential Statistics

The incorporation of gender into the model moderated the impact of personal gratifications factors on WhatsApp
usageas displayed in the following table.

Table 12 Hierarchical Regression Model of Gender and Usage of WhatsApp Features

Model 1 Model 2
Beta (SE) t (p-value) Beta (SE) t (p-value)
(Constant) 0.927 (0.207) 4.782 (<0.01) 1.120 5.5210
(0.132) (<0.01)
Personal relationship .412 (0.021) 12.269 .383 (0.035) 12.0278
(<0.01) (<0.01)
Personal identity .337(0.013) 9.526(<0.01) .323(0.009) 7.3426(<0.01)
Gender .047 (0.051) 3.9034
(0.191)
R2 .573 .654
F 164.923 .000b 212.236
Change in R2 0.081
Source: Researcher (2024)
The results indicate that the introduction of gender as a moderating variable resulted in an increase in R 2.
Personal gratifications accounted for a 57.3% change in the use of WhatsApp features, the introduction of
gender as a moderating variable resulted in an increase in the coefficient of determination by 8.1% to 65.4%. The
findings show that adding gender as a moderating variable raises R2 supporting the argument that gender brings
about a difference in how people utilise and enjoy social media [10, 29].

Faculty was then introduced in the model as a moderating variable to the effect of personal gratification factors
on WhatsApp usage. The results are as presented in the table that follows.

Table 13 Hierarchical Regression Model of Faculty and Usage of WhatsApp Features

Model 1 Model 2
t (p-value)
Beta (SE) t (p-value) Beta (SE)
(Constant) 0.927 (0.207) 4.782 (<0.01) 1.107 (0.157) 6.4673 (<0.01)
Personal relationship .412 (0.021) 12.269 .402 (0.032) 10.4524
(<0.01) (<0.01)
Personal Identity .337(0.013) 9.526(<0.01) .333(0.007) 8.3254(<0.01)

Faculty/ School .019 (0.073) 4.131 (0.654)

R2 .573 .588
F 164.923 .000b 197.236
2
Change in R 0.015
Source: Researcher (2024)
The results indicate that the introduction of faculty as a moderating variable result in an increase in R 2. The use
of WhatsApp features changed by 57.3% due to personal gratifications factors; however, addition of faculty as a
moderating variable increased the coefficient of determination by 1.5% to 58.8%.

AJHSSR Journal Page |8

American Journal of Humanities and Social Sciences Research (AJHSSR) 2024
Lastly, year of study was introduced in the model as a moderating variable to the effect of personal gratifications
factors on usage of WhatsApp features. The results are presented in the following table.

Table 14 Hierarchical Regression Model of Year of Study and Usage of WhatsApp

Features

Model 1 Model 2
t (p-value)
Beta (SE) t (p-value) Beta (SE)
(Constant) 0.927 (0.207) 4.782 1.303 6.5428 (<0.01)
(<0.01) (0.194)
Personal relationship .412 (0.021) 12.269 .431 14.1346 (<0.01)
(<0.01) (0.034)
Personal Identity .337(0.013) 9.526(<0.01 .321(0.004 7.5142(<0.01)
) )
Year of Study .085 0.22 (0.549)
(0.021)

R2 .573 .604
F 164.923 .000b 186.313
Change in R2 0.031
Source: Researcher (2024)
The results indicate that the introduction of year of study as a moderating variable resulted in an increase in R 2.
Personal gratifications factors accounted for a 57.3% change in the use of WhatsApp features, the introduction of
year of study as a moderating variable resulted in an increase in the coefficient of determination by 3.1% to
60.4%. This is in line with research conducted by Smock et al., [30] which found that the year of study influenced
the use of social networking sites.

V. Conclusion
The survey found that although usage varied, undergraduate students at Multimedia University of
Kenya heavily utilised WhatsApp. The study also came to the conclusion that personal relationship and personal
identity influenced how university students used WhatsApp features and accounted for 57.3 % of the variations
in the use of WhatsApp features.
Further, the study revealed that that the introduction of gender as a moderating variable had the strongest
influence compared to the introduction of faculty and year of study. This agreed with the arguments by Menon &
Meghana [10] who hypothesised that gender influences variations in uses and gratification of social media and
observed that several studies imply that gender actively influences the frequency with which users use social
networking sites and their usage in general.

5.1 Recommendations
The research discovered that a majority of students used WhatsApp features more for sharing information
than for expressing affection or connecting with people they couldn't meet. Consequently, the study
recommends that in order to completely capitalise on WhatsApp's communicative utility, WhatsApp should:
allow users to download WhatsApp status directly from the app and increase the limit on the maximum number
of photographs that can be shared at once as well as the limit on file sizes. Further the study discovered that
using WhatsApp did not significantly increase one's chances of being liked and respected. The study therefore
proposes that to improve this WhatsApp features like the profile feature should be enhanced to cater for the
users’ needs.

5.2 Suggestions for Further Research

Minimal extant literature exists on motivations for individual features. Future researchers can consider a
more specific review of the influence of gratifications factors on individual WhatsApp features. In addition,
scholars could consider exploring the usage of WhatsApp features among teenagers who in the digital age also
encompass a significant marketshare of WhatsApp usage.

AJHSSR Journal Page |9

American Journal of Humanities and Social Sciences Research (AJHSSR) 2024
REFERENCES
[1] Karapanos, E., Teixeira, P., & Gouveia, R. (2016). Need fulfillment and experiences on social media: A
case on Facebook and WhatsApp. Computers in human behavior, 55, 888-897.
[2] Kaur, A., & Singh, A. (2021). Remarkable Contribution of WhatsApp in Community. Advances in
Mathematics: Scientific Journal, 10(3), 1413-1418.
[3] Deshmukh, S. (2015). Analysis of WhatsApp users and its usage worldwide. International Journal
of Scientific and Research Publications, 5(8), 1-3.
[4] Serede, G. S. (2015). Factors influencing the choice of social network sites among high school
teenagers inNairobi, Kenya (Doctoral dissertation, Mass Communication, JKUAT).
[5] Dhir, A., Chen, G. M., & Chen, S. (2017). Why do we tag photographs on Facebook? Proposing a
newgratifications scale. New Media & Society, 19(4), 502-521.
[6] Krause, A. E., North, A. C., & Heritage, B. (2014). The uses and gratifications of using Facebook
musiclistening applications. Computers in Human Behavior, 39, 71-77.
[7] Hossain, M. A. (2019). Effects of uses and gratifications on social media use: The Facebook case
withmultiple mediator analysis. PSU Research Review.
[8] Ijioma, N., & Odu, R. (2020). Evaluative Study of the use of WhatsApp in the Spread of Fake News
inOwerri Metropolis. Idia: Journal of Mass Communication, 5, 93-124.
[9] Wardhani, D., Hesti, S., & Dwityas, N. A. (2019). Uses And Gratifications of Social Media: Media
Useamong University Students In Jakarta. International Journal of Communication Research, 9(1).
[10] Menon, D., & Meghana, H. R. (2021). Unpacking the uses and gratifications of Facebook: A study among
college teachers in India. Computers in Human Behavior Reports, 3, 100066.
[11] Yusof, A. A., Mokhtar, N. F., & Set, K. (2019). Cost, security and features influencing baby
boomers behavioral intention on adopting Whatsapp application. International Journal of Accounting,
4(18), 67-77.
[12] Littlejohn, S. W., & Foss, K. A. (2008). Theories of human communication (9th ed).Belmont, CA:
Wadsworth Cengage Learning
[13] Whiting, A., & Williams, D. (2013). Why people use social media: a uses and gratifications
approach. Qualitative market research: an international journal, 16(4), 362-369.
[14] Quan-Haase, A., & Young, A. L. (2010). Uses and gratifications of social media: A comparison
ofFacebook and instant messaging. Bulletin of science, technology & society, 30(5), 350-361.
[15] Sheldon, P., & Newman, M. (2019). Instagram and american teens: understanding motives for its use and
relationship to excessive reassurance-seeking and interpersonal rejection. The Journal of Social Media in
Society, 8(1), 1-16.
[16] Terkan, R., & Çelebi, S. İ. (2021). Whatsapp Uses and Gratifications: A Focus Group Research. Yeni
Yüzyıl'da İletişim Çalışmaları, 1(2), 25-34.
[17] Pattusamy, M., & Chopdar, P. K. (2023). What motivates users to keep WhatsApp statuses: a scale
development study. Asia Pacific Journal of Marketing and Logistics.
[18] Noor, S., Tajik, O., & Golzar, J. (2022). Simple random sampling. International Journal of Education &
Language Studies, 1(2), 78-82.
[19] Saleh, A., & Bista, K. (2017). Examining factors impacting online survey response rates in educational
research: Perceptions of graduate students. Online Submission, 13(2), 63-74.
[20] Sharma, A., & Shukla, A. K. (2016). Impact of social messengers especially WhatsApp on youth-a
sociological study. International Journal of Advance Research and Innovative Ideas in Education, 2(5),
367- 375.
[21] Kamboj, T., & Dayal, M. (2014) Usage of Instant Messaging Application on Smartphones among Youths:
A study of Uses and Gratification of WhatsApp.
[22] Mapako, F., & Mareva, R. (2019). A Content Analysis of WhatsApp Status Notifications in Human
Communication.
[23] Kothari, C.R. (2019) Research Methodology: Methods and Techniques. 4th Edition, New Age
International Publishers, New Delhi.
[24] Greenwood, D. N. (2013). Fame, Facebook, and Twitter: How attitudes about fame predict frequency and
nature of social media use. Psychology of Popular Media Culture, 2, 222-236. doi:10.1037/ppm0000013
[25] Sung, Y., Lee, J. A., Kim, E., & Choi, S. M. (2016). Why we post selfies: Understanding motivations for
posting pictures of oneself. Personality and individual differences, 97, 260-265.
[26] Roy, S. K. (2009). Internet uses and gratifications: A survey in the Indian context. Computers in Human
Behavior, 25(4), 878-886.
[27] Corbu, N., Boțan, M., Buturoiu, R., & Dumitrache, A. (2020). Patterns of digital behaviour on instant
messaging platforms. WhatsApp uses among young people from Romania. Romanian Journal of
European Affairs, 20(2).
AJHSSR Journal P a g e | 10
American Journal of Humanities and Social Sciences Research (AJHSSR) 2024
[28] Zhou, S. X., & Leung, L. (2012). Gratification, loneliness, leisure boredom, and self-esteem as predictors
of SNS-game addiction and usage pattern among Chinese college students. International Journal of Cyber
Behavior, Psychology and Learning (IJCBPL), 2(4), 34-48
[29] Dev, J., Das, S., Rashidi, Y., & Camp, L. J. (2019). Personalized WhatsApp privacy: Demographic and
cultural influences on Indian and Saudi users. Available at SSRN 3391021.
[30] Smock, A. D., Ellison, N. B., Lampe, C., & Wohn, D. Y. (2011). Facebook as a toolkit: A uses and
gratification approach to unbundling feature use. Computers in human behavior, 27(6), 2322- 2329.

AJHSSR Journal P a g e | 11