Why people use social media?

Social media can also be stated in a broad term as the web based application or services which

provide different types of platform for people to interact and participate through making their

public or semipublic entities known as their profiles (J. Brian Houston, 2014). It is of common

understanding that social interaction and needs are one of the most common among the other

needs of human beings, and especially in the internet world the social interaction is the daily

need in particular for which the satisfaction level has to be improved and increased (Liuhan

Zhan, 2016). And it is stated that the social interaction is the main purpose of the social media

than the other uses or purposes (entertainment etc.) (Jin-Liang Wang, 2011). There are different

type of social media websites or applications popular since last decade in which the most

common and popular ones are, Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and

Linked in (Jasmine Knight-McCord, 2016). though these can be accessed through the computers

or smartphones.

The mounting acceptance of social media among the entities has intrigued researchers to

investigate more in to the usage of social media. (Yoojung Kim, 2011). The social media usage

based on the uses and gratification theory can be based on two perspectives, the emotional or

psychological needs which are related to the interaction and communication. However the other

most common uses are for entertainment, time passing, information- seeking etc. the researches

have been conducted on the two perspectives, the satisfaction sought, and the satisfaction gained

by using the social media through the UGT perspective.

The diverse availability of the social media applications and sites are also playing a positive role

in the achievement of gratification of the users, such as improved number of available options

could increase the possibility of approaching the right and desired person or entity. However the

different norms of each site could also be either an aid or a hindrance in finding the desired

content. (Xuan Zhao, 2016)

Thus there are different needs and gratification for the different type of tools we are using for our

contentment. Such as in earlier time only television or radio was the gears available for the time

pass or entertainment. Consequently with the time being the needs and gratifications related to

the media under our approach are constantly changing. Consequently new categories have come

to light for the diverse uses of the social media and prominence of certain gratifications have

altered. Such as some watch television for entertainment, some can use YouTube or Facebook

for this purpose. And some used LinkedIn for their personal advancement and job seeking.

(Pavica Sheldon, 2016)

As the most common use of the social media since it was introduced or brought on the surface

was the interaction and communication, but as the technology is getting super advanced there has

been a significant change in the mode and use of the social media. It is not only being used on

the individual level but also on the corporate and academic level. Many of the businesses

organizations have realized the importance of social media and have been flourishing through the

use of it, as it is the easiest way to being in personal and close contact with the customers

(Rebecca Dolan, 2015). Social media successfully fulfill the gratifications of the individuals thus

satisfying their needs to a superior level. But it also has some negative aspects and consequences

such as social overload. (Liuhan Zhan, 2016)

Bibliography
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