Uses and Gratification Theory and continuance intention to use social media: the mediating role of attitudes towards social media

Purpose/Objective – The development of Web 2.0 technologies has brought a revolution in social interaction and business practices, particularly among the younger generation of internet users. Consequently, this study aims to describe the Uses and Gratification Theory (UGT) in relation to its positive associations with attitudes toward social media use-encompassing affect, cognition, and behavior-and the intention to continue using social media platforms. Methodology/Approach – Based on the literature, this study developed the five elements of UGT theory, namely convenient entertainment, convenient information, interpersonal connection, social interaction, and escapism, for enhancing the attitude and continuance intention of social media users. Additionally, this study explores how attitude towards using social media mediated the association between the factors of UGT theory and continued intention to use social media. The data collection process involves utilizing an online survey that consists of a well-organized questionnaire, and the collected data is estimated using the structural equation model (SEM) method. A total of 208 responses are valid for the following analysis. Results/Findings – The findings suggest that the three factors (convenient entertainment, interpersonal connection, and escapism) of UGT theory are significantly associated with the attitude toward using social media. Additionally, the other two factors of UGT (convenient information and social interaction) are not related to the user’s attitude towards using social media. Analysis results revealed that attitude towards using social media was significantly related to the intention to continue using it. Novelty/Originality – The impact of UGT on the attitude towards using social media (including affect, cognition, and behavior) and the continued use intention of social media platforms is rarely explored in the context of emerging nations. Implications – All social networking site developers, university administrators, society members, and organization professionals may extensively use the UGT theory elements that will influence attitudes toward using social media to enhance the continued intentions of social media users.