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The near constant use of social networking sites (SNSs) raises questions about what drives repeated returns to the same SNS, often multiple times a day. This study explores recurrent use of SNSs, in particular Facebook, through the lens of a gratification discrepancy approach. The gap between gratifications sought from Facebook use and gratifications obtained from it may be one mechanism driving frequent returns to Facebook. Using an activity-triggered experience sampling method, we collected data about gratifications at the beginning and at the end of Facebook sessions, as well as behavioral data about the length, number, and intervals between Facebook sessions over a weeklong period. The findings link repeated Facebook use to both gratification discrepancy and strength of habit. First, as evidenced by a curvilinear relationship between gratification discrepancies and time lag between Facebook …