Abstract

Virtual communities are supported by social media platforms that allow community members to both produce and consume information. Social media use has reached unprecedented levels in recent years, prompting researchers to investigate motivators that drive social media use. The Uses and Gratifications Theory, a general theory of media choice and consumption, has been applied to better understanding why social media is used in general; however, few studies differentiate between different types of social media use even though theory suggests likely differences in the gratifications associated with different types of use. In this study, we extend prior research by examining how previously studied social media gratifications are differentially associated with production-and consumption-oriented social media activities. We report our analysis of 217 online survey responses showing that users experience different gratifications both types of social media use. We discuss the implications of our findings for research and practice.

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Production vs. Consumption on Social Media: A Uses and Gratifications Perspective

Virtual communities are supported by social media platforms that allow community members to both produce and consume information. Social media use has reached unprecedented levels in recent years, prompting researchers to investigate motivators that drive social media use. The Uses and Gratifications Theory, a general theory of media choice and consumption, has been applied to better understanding why social media is used in general; however, few studies differentiate between different types of social media use even though theory suggests likely differences in the gratifications associated with different types of use. In this study, we extend prior research by examining how previously studied social media gratifications are differentially associated with production-and consumption-oriented social media activities. We report our analysis of 217 online survey responses showing that users experience different gratifications both types of social media use. We discuss the implications of our findings for research and practice.