University of Bahrain
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Motives of social media use for online marketing: A uses and gratification approach

Show simple item record Hassaro, Kanyarat Chailom, Peerawat 2023-03-13T20:14:45Z 2023-03-13T20:14:45Z 2023-03-13
dc.identifier.issn 2210-142X
dc.description.abstract Community enterprises in Thailand seek to grow their online market through social media deployed in their marketing activities. However, little is known about their motives and transformation of the online marketing landscape and entrepreneurial practices. Drawing upon the Uses and Gratifications (UG) approach, this study explored the gratification niches of social media as an innovative online marketing tool for community enterprises. In the first step, we developed a focus group to understand motives of using social media for online marketing to assess users’ gratifications. Next, we conducted a survey with a sample of 400 users, in-depth interviews and a Strength, Weakness, Opportunity, and Threat (SWOT) analysis to draw insights of keys to ensure high profitable growth. The finding revealed that new users had high gratifications with using social media for online marketing and customer trust, electronic satisfaction and trust, product characteristics, quality of online marketing, social information, value perceived by customers, electronic loyalty, online marketing tools, and soft skills and communication. However, their gratifications contradict their awareness of online marketing risks. This study came with implications in line with UG process, social and content aspects en_US
dc.language.iso en en_US
dc.publisher University of Bahrain en_US
dc.subject Uses and gratifications, Motives for social media use, Online marketing, Community enterprises en_US
dc.title Motives of social media use for online marketing: A uses and gratification approach en_US
dc.type Article en_US
dc.identifier.doi en
dc.volume 13 en_US
dc.issue 1 en_US
dc.pagestart 415 en_US
dc.pageend 425 en_US
dc.contributor.authoraffiliation Mahasarakham Business School, Mahasarakham University, Mahasarakham 44150, Thailand en_US
dc.source.title International Journal of Computing and Digital Systems en_US
dc.abbreviatedsourcetitle IJCDS en_US

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