Understanding the Usage and Opinion Formation on LinkedIn: Uses and Gratifications Theory

Social media networking sites (SNS) provide multiple applications to individuals to fulfil their needs. This paper explores the LinkedIn platform’s opinion formation, uses and gratifications and how professionals use it. The research aim was achieved by using LinkedIn data and social media analytics. We identified eight uses and gratification of SNS: information sharing, social interaction, communication, expression of opinions, convenience utility, surveillance/knowledge about others, information seeking, and enhancements. The study also establishes the associations between the type of content, user groups, and potential benefits to drive the discussion on the social media platform. The opinion formation and uses and gratifications on LinkedIn are associated with professional needs. This research contributes to practice and theory.