probabilistic measure of factors contributing to social media practices among facebook users

Social media is the most popular tool to communicate and interact with people nowadays and offers easy access to connect with people anywhere in the globe. This study was conducted to develop a construct about social media practice and explore the probabilistic measure of the factors contributing to social media practices among selected Facebook users. Data was gathered utilizing a structured online survey form from selected 162 online Facebook users who consented to participate in this study. Most of the respondents are male, from 21 to 30 age group, employed and with average social media use of 1 to 4 hours in a day. Out of 30 items in the structured questionnaire, 19 items where retained with eight new factors that served as construct for social media practice (KMO= Bartlett's test of Sphericity= 2109.530, p=0.000,<0.01). Proposed model was significant 99% (p=0.002,<0.01), chi-square of 19.25 which can explain 6.4% to 13.3% of the variation in social media practice. Eight new components were found to simulate respondent’s social media practices. Social media practice varies between males and females while characteristics of age, occupational status and average number of hours spent in social media in a day have no variation.