Connecting in the Twitterverse: Using Twitter to satisfy unmet belonging needs

Abstract

The current study explored how social media can satisfy unmet needs for belonging. We predicted that, of those who experience chronic ostracism (feeling excluded and ignored frequently), people high in need to belong would utilize Twitter to satisfy their unmet belonging needs more than those low in need to belong. Specifically, individuals high in need to belong and chronic ostracism should use Twitter to form and maintain parasocial relationships (one-sided relationships with media figures). Participants (n = 315) completed a survey assessing their chronic ostracism experiences, dispositional need to belong, and Twitter behavior, particularly regarding potential parasocial relationship targets (n = 229). As expected, when participants reported experiencing high rates of chronic ostracism, participants high in need to belong used Twitter more than those low in need to belong, particularly following more parasocial relationship targets. Thus, maintaining parasocial relationships on Twitter may be an effective way to satisfy unmet belonging needs.

Keywords: Belonging; Social media; ostracism; parasocial relationships.