Uses & Gratifications Revisited: A Test with Social Media Addiction in Contexts

Abstract

               This study seeks to revisit the importance of the uses and gratifications theory to social media. The respondents were Thai working adults who were aged between 25 and 44 years old, living in Bangkok. The quantitative methodological approach with online survey study was applied to reach working adults. From 402 working adults, only 300 were chosen due to completing the data; this demonstrated 74.63% of the total return rate. The Pearson’s correlation, an independent t-test, and multiple regression, were employed to examine the hypotheses. The research findings revealed that Thai working adults strongly observe other people or watch what other people doing on social media rather than face to face. Surveillance and Convenience were the  main motivations of social media users relates who suffered social media addiction.