Chapter 2

THE REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents and elaborates the related studies and literature to this study. It

takes into account related reading materials from books, journals, magazines, abstract and bot

published and unpublished materials to come up with the objective of the present study.

Foreign Studies

Advances in technology create social media networks such as Facebook, Instagram, and

YouTube to change the way to fulfill the satisfaction of the user. Based on the international

study of Kristen Herhold (2018), 86% of respondents’ populations use social media at least

once per day while 72% of them use it multiple times per day. The most commonly used

platforms of social media are Facebook with the percentage use of 82% while 75% of the

respondents use YouTube and 53% uses Instagram at least once per week. Based on the

survey, gender difference exists because 75% of females use social media multiple times per

day compared to 64% of social media usage of males per day. According to the study of Alex

Hillsberg that is aligned in gender differences in social media consumption. He concludes that

there are more women in top social sites like Facebook, Twitter, Tumblr, Instagram, and

Pinterest. Women consume social media daily for 30% online United States women check their

social media several times than 26% of males. Women also interact with the brand more than

men with a percentage of 55% compared to 36% for males. 58% of social media users are

women. In Facebook use, 76% of women consume Facebook and 66% of men use it. While

Instagram used are 20% of women and 15% of men. The author proves that there is a gender

difference in social media consumption and gratification.

Moreover, based on Olivia Valentine (2018), the common motives why users consume

media are: To stay in touch what their friends are doing 42%, to be updated on news and events

happening in society 41%, to fill up spare time 39%, to find entertaining content and get satisfied
37%, general networking with other people 34%, because their friends use social media 33%, to

share videos and pictures 32%, to share an opinion about specific social issues 30%, to find

and buy products online 29%, and to build a relationship or meet new people online 27%. These

are the reasons why users consume specific media to satisfy their needs. In addition, according

to the study of Gwena et al. (2018) motives behind Facebook usage are they need to meet new

people online to find like-minded people with similar interests living in the same are to become

online friends. They tend to share and seek information on social media, they seek information

that is related to their academic studies. They also consume media because they need to stay

connected with their social contacts especially the close people who would not be physically

present. People use social media to satisfy a various need, specifically the need for

entertainment, social media allow the users to upload, view, and download music, videos, and

also movies. According to the study of Amanda Kearney (2018), there are 5 factors or

gratification obtained from social media usage. Attention seeking, Escape, Entertainment,

Archiving Time, and Communication. Attention seeking means posting selfies to get

compliments and to be noticed by people online. Escape refers to using social media to forget

about things happening in real life. Entertainment signifies spending time on social media to

have or find fun. Archiving Time means using social media to have an online diary, they record it

to reminisce the location they’ve been to. Communication means using it as a communicative

tool to reach out to family, friends, and strangers to have social interaction with them.

Uses and Gratification Theory is used in some studies to know the motives behind social

media satisfaction. Furthermore, Based on Why People Uses Social Media: A Uses and

Gratification Approach by Anita Whiting and David William (2013), there are social media

gratification themes. The authors concluded that the themes are: Social Interaction 88%

because users consume social media to interact and socialize with other users. Information

Seeking 80%, to be updated on events and find information for a specific use. Pass Time 76%,
to kill time and when they are bored and want to do something. Entertainment Purposes 64%

they consume social media to play games, listen to music and watch entertaining videos online.

Relaxation 60%, whenever they are in social media, it helps them to escape from the problem

and stress in the real world. Expression of opinions 56%, they consume social media to express

their thoughts and opinions by posting, commenting and sharing about the specific topic or

issues. Communicatory Utility 52%, social media gave them topics or ideas that they talk about

with their friends. Convenience Utility 52%, they use social media because it is convenient,

handy, and accessible anytime and anywhere. Information sharing 40%, to post updates and

share pictures of themselves to inform their friends and relatives online. Surveillance 32%, to

spy on people and know about stuff about them using social media. These are the themes of

social media use based on their study. According to the study of Bui (2014), Social Media On-A-

Stick: A uses and gratification approach toward helping mobile food vendors engage consumers

on Instagram. The main gratification need in Instagram usage is Cognitive needs with a

percentage of 45% because they find out new information whenever they use Instagram,

followed by Affective needs 24.50%, for pleasure and to satisfy emotional needs. While Social

Integrative needs with 11% to connect with others, Tension needs 9% to be inspired and relive

stress. But no one uses Instagram to satisfy their Personal Integrative needs.
Foreign Literature

Social media is a current phenomenon in the current generation, Daniel Nations (2019),

defined social media as web-based communication tools that enable people to interact with

each other by sharing and consuming information. It features personal user accounts, profile

pages, friends, followers, and groups, a news feed, personalization notification, information

updates, saving or posting, etc. It is open for both genders yet there are gender differences in

social media usage. Based on the article by Atanasova (2016), men are more likely to use

social media to seek information, while women use it to connect with people that they know

online. Men who create social media accounts use it to look and form a new relationship while

the women use it to sustain and preserve existing ones with others. Clearly, men and women

use social media differently they also use different forms of social media platforms. According to

the author of the article “How Men and Women Use Social media” by Helen Storms of Odyssey

(2017), men are more likely to use social media to search for new information and start a new

relationship. On the other side, women consume social media to keeping up or be updated and

connect with the people they know. In the form of social media, platforms that have more visuals

like Facebook, Pinterest, and Instagram draw more attention to the female user while men

prefer text form of social media like Reddit and Digg. In addition, according to the article of April

Gibson of Thornleyfallis (2014), besides using social media to connect with others, women also

use it to share personal stories while men are looking for content and use social media as a

means of gathering information. Women use social media more often than men. Based on the

article of Quicksprout entitled “Who Is More Active on Social Media? Men or Women?” (2019),

they analyze that 72% of men are internet users compared to 76% of women. Women use

social media platforms like Facebook and Instagram. 76% of women and 66% of men consume

Facebook. On Instagram, women have 20% of Instagram users compared to 15% of men.

While men use YouTube more often than women with 54% of men users while 46% for the

female user.