Abstract The purpose is to analyse the factors that affect social media usage of undergraduate students. In order to achieve the objectives, 115 undergraduate students were considered using convenience sampling technique. The data was collected using structured questionnaire based on 5 point Likert scale. The statistical analysis techniques namely, descriptive statistics and exploratory factor analysis were applied. The paper considers the use of top social networking sites with maximum users on Facebook. The study concludes that source of information is the most important factor followed by relationship and skill development factor that affects the use of social media usage among the undergraduate students. The study suggests that social media and networking sites should become transparent in sharing relevant information, and provide valuable content to enhance the users’ learning and skill development. The results may lack generalizability due to the use of convenience sampling technique. Therefore, it is suggested for upcoming researchers to test the proposed suggestions further. Keyword: Social Media, Networking Sites, Users, Factor Analysis, Information Factors Infuencing the Usage of Social Networking Sites Mokhalles Mohammad Mehdi* Introduction Social Media is about holding conversations and sharing experiences with others who are connected through like- minded activities (Hagel & Armstrong, 1997). Social media websites allow users to engage and communicate with different user groups and build relationships. Social networking sites can be described as networks of friends for social or professional interactions (Trusov, Bucklin, & Pauwels, 2009). In fact, social networking sites have deeply changed the dissemination of information over the internet by making it easier to share and absorb (Akrimi & Khemakhem, 2012). Kord (2008) revealed that the involvement of students in social media has increased considerably since 2004. Recent studies carried out by some researchers reported that 80– 90% of students in the universities are actively involved with at least a particular social media (Gross & Acquisti (2005); Stutzman (2006) and Tufekci (2008)). Boyd (2007) indicated that teenagers and students embraced social media to interact with peers, for information sharing, and to re-formulate their personalities thereby getting their social lives off the ground. Social networking sites have fve individual uses like, meeting new people, entertainment, maintaining relationships, learning about social events, and sharing media (Nyland et al., (2007); Nyland & Near, (2007)). Most students used Facebook for relationship maintenance and not to meet new people (Boogart, 2006). Ivala & Gachago (2012) found that social media platforms such as Facebook and blogs enhance the students’ performance. Prestridge (2014) revealed that Twitter supports student’s engagement in learning. The motivators that served as probable independent variables of social network use viz. Facebook are for, information, entertainment, discussion, connect, to shop, gaming, updating , product inquiry, and impression management (Krisanic, 2008). Users should have trust in the social networking sites and subsequently trust in the disseminated information (Buskens, 2002, p16). The present study therefore, is an attempt to categorize the factors infuencing undergraduate students in the usage of social networking sites. Objectives The aim of the study is to classify factors, infuencing the usage of social networking sites by university undergraduate students. * Assistant Professor, Marketing, MIS & IT in School of Business, The Assam Kaziranga University, Jorhat, Assam, India. Email: mokhalles83@gmail.com Article can be accessed online at http://www.publishingindia.com