Yik Yak: An Exploratory Study of College Student Uses and Gratifications

Bulletin of Science, Technology and Society 37 (1):23-33 (2017)
  Copy   BIBTEX


Publically launched in 2013 and discontinued in 2017, Yik Yak was an anonymous and geographically restricted social media application. A uses and gratifications theoretical framework and a mixed-methods research design were selected for this exploratory study regarding differences between Yik Yak users and nonusers. College students (n = 264) from a western university completed online surveys regarding Yik Yak in November of 2015. Results indicated that Yik Yak users were significantly younger than nonusers, and no significant differences were identified between Yik Yak users’ and nonusers’ reported time spent with other social media platforms (i.e., Facebook, Instagram, Twitter, and Snapchat). Qualitative results indicated that college students who used Yik Yak did so for informational, entertainment, agency-enhancement, and community-building purposes. Nonusers chose not to use Yik Yak because the application did not meet their needs, they were unaware of Yik Yak, and because of unfavorable content.



    Upload a copy of this work     Papers currently archived: 92,369

External links

Setup an account with your affiliations in order to access resources via your University's proxy server

Through your library

Similar books and articles


Added to PP

4 (#1,629,422)

6 months
1 (#1,478,518)

Historical graph of downloads
How can I increase my downloads?

Citations of this work

No citations found.

Add more citations

References found in this work

Add more references