Usage of Matrimonial Groups on Facebook: A Case of Pakistan

Abstract

Marriage is a significant part of any cultured society. The technological evolutions of social media have increased the popularity of online matrimonial services. The current research aims to investigate the effectiveness of matrimonial groups among youth using Facebook. For this purpose, the data for this study was collected from three Facebook matrimonial groups through an online survey method. The study design is quantitative, and the sample size is 367 youth members between 20 and 29. Descriptive statistics were applied to determine the effectiveness of matrimonial groups among youth. The study results determined that these matrimonial groups actively help registered members find a life partner. Users are satisfied with the matrimonial services as these groups provide real-time interaction, are reliable, ensure confidentiality, and are easy to navigate. Of the 367 participants, 256 agreed they would get their life partner through these matrimonial groups. These results evidence that user satisfaction positively correlated with the effectiveness of matrimonial services. Therefore, it is recommended that matrimonial groups should improve search optimization tools, payment options against services, and quick responses to the query. This is the only research that explores the effectiveness of online matrimonial services. Future research can be conducted with different research designs and a bigger population for deeper insights.