Why people use social media: a uses and gratifications approach

  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},
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… 
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