Social Media Gratification and Attitude Towards Social Media Marketing Messages: A Multiple Holistic Approaches

Abstract

Social media provides a platform for individuals to share their personal experiences, perspectives, and talents, contributing to a sense of self-expression and identity formation. The uses and gratifications theory also acknowledges that users are not passive consumers but actively choose media content that aligns with their gratification needs. As users engage with social media platforms, they derive gratification from the experience, influenced by factors such as social interaction, entertainment, information seeking, and more. Understanding how users seek and derive gratification on social media can provide valuable insights for marketers aiming to create more effective and user-centric marketing strategies. The study will focus on diverse demographic groups and various social media platforms to ensure a comprehensive understanding of the subject. The study investigated into the concept of social media gratification. It will explore the different dimensions of gratification, ranging from social interaction and entertainment to information seeking and self-expression. By identifying the underlying motivations driving users to engage with social media, this section aims to establish a foundation for understanding the gratification factors that influence users' attitudes towards marketing messages. By bridging the gap between user experiences and marketing strategies, the findings of this research can guide marketers in creating more effective, user-centric, and ethical social media marketing campaigns. Understanding the nuanced interplay between gratification and marketing will be crucial in navigating the evolving landscape of digital communication and engagement.