Facebookhas become a widely used medium of communication. It's a never-ending virtual social gathering full of adopted puppies, charming LOL kittens, baby announcements, viral articles and videos, events, groups, organisations, and fan pages:
(1) the need to belong, and (2) the desire to promote oneself.
The study also considers demographic and cultural aspects in relation to the urge for belonging, as well as the impact of different personality types on Facebook usage.
'Internet-based services that enable individuals to create a public or semi-private profile, identify a list of other users with whom a connection is shared, and examine and track connections made by individuals and others.'