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USES AND GRATIFICATION THEORY AND SOCIAL MEDIA INTERACTIVITY A DEMOGRAPHIC STUDY IN LAHORE PAKISTAN

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06 Pages : 50 - 60

http://dx.doi.org/10.31703/grr.2022(VII-I).06      10.31703/grr.2022(VII-I).06      Published : Mar 2022

Uses and Gratification Theory and Social Media Interactivity: A Demographic study in Lahore, Pakistan

Abstract

    This study looked at the usages and gratifications of social media interactivity between digital natives and digital immigrants. This study focuses to see if demographics such as age, education, and socioeconomic status have an impact on users also uncovering the possible reasons for social media usage among both generations based on their individual gratifications. The interview was conducted with a total of 16 participants in Lahore. They were picked based on their interest in social media and the consistency with which they interact with it. A semi-structured interview was conducted then analyzed using thematic analysis. Interaction of similar social media networks, apps, and platforms brings Digital Natives and Digital Immigrants closer together. Both generations choose to spend their time online and engage in social media interactions based on their own gratifications.

    Uses and Gratifications, Social Media, Interactivity, Digital Natives, Digital Immigrants.

    (1) Safa Ilyas Ahmed
    Ph.D. Scholar, Department of Mass Communication, Lahore College Women University, Lahore, Punjab, Pakistan
    (2) Anjum Zia
    Professor, School of Media and Communication Studies, University of Management and Technology, Lahore, Punjab, Pakistan.
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Cite this article

APA

    APA : Ahmed, S. I., & Zia, A. (2022). Uses and Gratification Theory and Social Media Interactivity: A Demographic study in Lahore, Pakistan. Global Regional Review, VII(I), 50 - 60. https://doi.org/10.31703/grr.2022(VII-I).06

CHICAGO

    CHICAGO : Ahmed, Safa Ilyas, and Anjum Zia. 2022. "Uses and Gratification Theory and Social Media Interactivity: A Demographic study in Lahore, Pakistan." Global Regional Review, VII (I): 50 - 60 doi: 10.31703/grr.2022(VII-I).06

HARVARD

    HARVARD : AHMED, S. I. & ZIA, A. 2022. Uses and Gratification Theory and Social Media Interactivity: A Demographic study in Lahore, Pakistan. Global Regional Review, VII, 50 - 60.

MHRA

    MHRA : Ahmed, Safa Ilyas, and Anjum Zia. 2022. "Uses and Gratification Theory and Social Media Interactivity: A Demographic study in Lahore, Pakistan." Global Regional Review, VII: 50 - 60

MLA

    MLA : Ahmed, Safa Ilyas, and Anjum Zia. "Uses and Gratification Theory and Social Media Interactivity: A Demographic study in Lahore, Pakistan." Global Regional Review, VII.I (2022): 50 - 60 Print.

OXFORD

    OXFORD : Ahmed, Safa Ilyas and Zia, Anjum (2022), "Uses and Gratification Theory and Social Media Interactivity: A Demographic study in Lahore, Pakistan", Global Regional Review, VII (I), 50 - 60

TURABIAN

    TURABIAN : Ahmed, Safa Ilyas, and Anjum Zia. "Uses and Gratification Theory and Social Media Interactivity: A Demographic study in Lahore, Pakistan." Global Regional Review VII, no. I (2022): 50 - 60. https://doi.org/10.31703/grr.2022(VII-I).06