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|Uses and Gratifications associated with Social Media Addiction among Working Adults in Bangkok
|Uses and Gratifications
Social Media Addiction
|Social Media use has become a basic habit for many people, and, with the dramatic rise in social media use, so too has the number of people experiencing Social Media Addiction risen. This study seeks to revisit the importance of the uses and gratifications theory to social media. By applying the uses and gratifications theory, this paper seeks to provide a better and more comprehensive understanding of why consumers use social media in their daily li fe, and why they may, or would establish social media addiction by excessive over use of the social media. The respondents were Thai working adults who were aged between 25 and 44 years old, living in Bangkok. This study used the quantitative methodological approach and was comprised of an online survey study. In addition, convenience sampling was applied to reach working adults. The Pearson’s correlation, a chi-square, and structural equation modeling, were employed to examine the hypotheses. From 402 working adults, only 300 were chosen due to completing the data; this demonstrated 74.63% of the total return rate. Using G-Power analysis indicates that the sample size was sufficient for chi-square, correlation, and factor analysis with a 300 sample size. Structure equation modeling was performed, 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 was the main motivations of social media users relates who suffered social media addiction.
The results of this study suggested that surveillance (β = .35, p<.001) has the strongest positively and significant predicted with social media addiction among working adults, yielding 47%of variance. In this study, the author only covered working adults aged between 25 and 54 years old and living in only Bangkok city area. With the growing awareness of social media addiction, future researchers can extend their studies to other provinces of Thailand, or focus on another country in order to see the difference of cultures that can cause potential social media addiction in the local population.
|Thesis (Ph.D.)--Communication Arts, Graduate School, Bangkok University, 2017
|Benjamin R. Bates
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