• DOI:10.1108/QMR-06-2013-0041
• Corpus ID: 167481810

Why people use social media: a uses and gratifications approach

@article{Whiting2013WhyPU,
  title={Why people use social media: a uses and gratifications approach},
  author={Anita Whiting and David L. Williams},
  journal={Qualitative Market Research: An International Journal},
  year={2013},
  volume={16},
  pages={362-369}
}

• Anita Whiting, D. Williams
• Published 10 November 2013
• Sociology
• Qualitative Market Research: An International Journal

Purpose – This paper seeks to demonstrate the importance of uses and gratifications theory to social media. By applying uses and gratifications theory, this paper will explore and discuss the uses and gratifications that consumer receive from using social media. This paper seeks to provide a better and more comprehensive understanding of why consumers use social media.Design/methodology/approach – Exploratory study was conducted. 25 in‐depth interviews were conducted with individuals who use social media.Findings – This study identified ten uses and gratifications for using social media. The ten uses and gratifications are: social interaction, information seeking, pass time, entertainment, relaxation, communicatory utility, convenience utility, expression of opinion, information sharing, and surveillance/knowledge about others.Research limitations/implications – Limitations are small sample size. Research implications are that uses and gratifications theory has specific relevance to social media and shoul...