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That individuals use social media as an outlet for expressing thoughts and opinions, to help construct a self-concept. Studies looking at motivations of other mediums, have in addition to these motives also examined gratifications such as: ‘To pass time’, ‘Interpersonal Utility’, ‘Convenience’ (Papacharissi & Rubin, 2000), ‘Relaxation’, ‘Social information’ (Ferguson & Perse, 2000) as well as ‘Escapism’ (Kaye, 1998). The fact that there are numerous different lenses through which motivation could be viewed from, exemplifies the breadth of factors that may affect motivations. After a thorough examination of existing literature, the various gratifications examined by previous researchers have been gathered and summarized in Table 1 (appendix A). From this, the researchers notice that most studies on UGT examine the following gratifications: Information seeking, Socializing, Entertainment, Status, Pass time, Convenience and Personal Identity. According to Gallego et al., (2016) ‘Entertainment’, ‘Socialization’, ‘Information seeking’ and ‘Status’ are considered some of the key motives to take into account when studying social media. These key motives in combination with ‘Personal Identity’ and ‘Convenience’ will be used for this study. In the following paragraphs, a brief explanation of each motive will follow. 2.5.1 Information Seeking The motive ‘Informational Seeking’ looks at how social media use may be driven by its ability to satisfy users’ informational needs (Lee & Ma, 2012). That is, how well a site or a social media platform in this case can provide helpful information to the user (Lou, 2002). A study examining young people’s use of social networking sites online found ‘Information seeking’ to be a key driver, showing how individuals’ media use was motivated by the desire to stay up to date on what everyone was doing (Dunne et al., 2010). 2.5.2 Entertainment The motive ‘Entertainment’ considers how individuals’ social media use may be driven by entertainment purposes such as it being fun and interesting to use. This also entails social media’s ability to provide relief from stress/anxiety, relaxation as well as a way to pass time and escape reality (Lee & Ma, 2012). Existing research has shown that there is likely to be a positive relationship between high entertainment value and frequent social media use (Luo, 2002). 20PDF Image | It’s time to TikTok
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