Unveiling Social Gratifications Sought and Obtained from Social Media Utilization

Abstract

<p class="Default"><em>Going by the proposition of the Uses and Gratifications Theory (UGT), people are motivated to use media by various psychological factors and for obtaining different forms of gratifications. However, as social media continue to play an essential role in shaping the sociability and bridging social connectivity and interactions among its users, therefore, this study seeks to incorporate social influence and social interactions as the social gratification sought in social media utilization, as well as both bonding and bridging social capital as social gratification obtained from social media utilization. An online survey was conducted among 400 users of Instagram </em><em>in Nigeria. </em><em>The data analyzed with PLS-SEM revealed that social influence and social interaction significantly motivate social media utilization. Also, social media utilization is significantly associated with bonding and bridging social capital. Impliedly, this study shows that social media is a social and networking tool which is stimulated by social factors and for achieving social purposes such as getting help, support and community engagements.</em></p>

Satisfaction of mahasantri in accessing Instagram

“…Raji et al's research show that social influence and interaction significantly influence the use of social media, Instagram. This study also reveals that social media is a social tool and network stimulated by social factors to achieve social goals such as getting help, support, and community involvement (Raji et al, 2020). The comparative study conducted by Phua, Jin, and Kim showed that use of Twitter had the highest social capital link, followed by Instagram, Facebook, and Snapchat, while Snapchat users had the highest social capital binding, followed by Facebook, Instagram, and Twitter (Phua et al, 2017).…”

The Review of Gratifications from Visual Communication Content Among Douyin Users

“…Online medical communities and support groups have sprung up to provide a platform for patients and caregivers to share experiences and seek support. For example, online platforms such as Patients Like Me allow patients to share their treatment experiences and outcomes, helping other patients understand the potential effects of different treatment regimens (Sundar & Limperos, 2013;Adetunji et al, 2020). In addition, many health applications and wearables allow individuals to monitor and track their health, thus meeting their health management needs.…”

How Popular Is Social Media Image Gratification as a Research Theme in Top Journals?

“…Social interaction also has empirically demonstrated as a significant role in motivating users and impact the usage of social media for bridging and bonding social capital in the form of attending to informational needs, community building and productive individual found social interaction has also been shown to be of great significance in the sense of media use studies. Social interaction also has been empirically demonstrated as a significant role in motivating users and impact the usage of social media for bridging and bonding social capital in the form of attending to informational needs, community building, and individual productivity [38]. With social interaction, users can exchange their views, experience, and observations which are able to build and develop relationships and connect with others.…”