“…It was originally applied to television viewing and the usage of traditional media (e.g., Conway and Rubin, 1991). Modified versions of the U&G approach have been successfully applied to new interactive media (e.g., Dimmick et al, 2000;Ferguson and Perse, 2000;LaRose et al, 2001;Ruggiero, 2000;Stafford et al, 2004) including social media (e.g., Shao, 2009). Six motives have been identified as especially relevant to social media usage (Shao, 2009;Courtois et al, 2009), namely information, entertainment, social interaction, community development, self-expression, and self-actualisation.…”