Beyond Access to Social Media: A Comparison of Gratifications, Interactivity, and Content Usage Among Egyptian Adults
Based on the concepts and new trends of Uses and Gratifications Theory and its application on new media, this study searched in the gratifications sought from Social Media SM sites among Egyptian adults (N=322); how they use the content and practice interactivity through the sites. Data were collected through a quantitative study applying a questionnaire conducted in February and March 2017. Findings through Exploratory Factor Analysis showed four categories of motives and six of content usage. Despite some sites predicting some motives, Facebook was the most leading medium to satisfy all types of users' needs. Outcomes revealed that specific content not only can satisfy specific needs but also can meet other purposes of SM usage. In addition, both Facebook and Twitter were the most predictive of interactivity among Egyptian users. The study also found some effects of demographic variables on both users' gratifications sought and interactivity.