Redditors revealed: Motivational factors of the Reddit community

Abstract

The purpose of this paper is to examine what motivational factors influence frequency of participation on the social news website Reddit.com, which has evolved from a news aggregator into a thriving virtual community. This study takes the uses and gratifications approach to examine why people participate in this community. A survey was posted to Reddit.com and was completed by 549 users. Multiple Regression analysis was conducted to assess factors (informativeness, socializing/ community building, status-seeking, entertainment) that influence participation. Findings indicate that uses and gratifications is a valid means by which to examine the motivations and gratification for users of new media, specifically online social media platforms. Findings for motivational factors were consistent with the current literature, with the exception of information seeking as a gratification sought / obtained. Results may be useful for designers of online communities and for scholars to further explore new types of needs and gratifications for those who participate in virtual communities.