Unveiling the Uses and Gratifications of Social Media: A Comparative Study of Thai Generation Y Internet Users in Bangkok and Upcountry
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Abstract
Recent statistics have shown that the number of social media users in Thailand is increasing dramatically. Generation Y is one of the core user groups that stands out as having the highest social media usage. This ever-increasing shift to an online environment is what triggered the present study. Employing the uses and gratifications approach, this study examined how Thais use social media to gratify their needs. It also compared the needs of social media use between Thai Generation Y living in Bangkok and those living upcountry. A total of 1,265 responses were obtained. The results revealed that the top motivation of social media use among Thai Generation Y was to release tension. Differences between Bangkok and upcountry Generation Y were also reported. This study strengthens the cornerstone of uses and gratifications theory (UGT) and will be of interest to media practitioners, content creators, and policy makers.
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