Factors Influencing Users’ Satisfaction Towards Image Use in Social Media: A PLS-SEM Analysis

Abstract

Images for social media are an essential component of any blog or social media post. As we now live in the age of the 'camera in everyone's pocket', a new dynamic era of image creation and content has emerged. However, people use media due to specific motives or gratifications that lead to their satisfaction of social media use. This research study utilized uses and gratification theory (UGT), a sociology theory related to the motives of people using the media. The UGT factors include enjoyment, entertainment, social influence, social interaction, and information sharing. There were 441 data that were collected and analysed. IBM SPSS Statistics 20 and Smart PLS 3.3.3 were used for the data analysis. Result showed that information sharing was the most influencing factors on users’ satisfaction to use image in social media. Therefore, the factors identified in these studies could be used as a guideline and references in future study related to social media awareness and implications.

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