Exploring Social Media Use through Uses and Gratifications Theory: A Systematic Literature Review
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Abstract
This research aims to analyze the application of the Uses and Gratifications Theory (U&G) in social media studies thru the systematic literature review (SLR) method with a PRISMA approach. A total of 21 journal articles published between 2022 and 2025 were analyzed to see how this theory is used. The research results show that U&G is still relevant in explaining social media user behavior, especially because it emphasizes that users are active in choosing media to meet specific needs. The research findings categorize gratifications into four main categories: motives-based, personal, social, and applied gratifications, which indicate the diverse purposes of social media use. Additionally, the types of gratifications are also influenced by the characteristics of each platform such as TikTok, Instagram, Facebook, LinkedIn, and X. However, existing research is still dominated by quantitative approaches, with limited geographical coverage and minimal use of mixed methods and studies related to the role of algorithms or new technologies. Therefore, future research is recommended to use a more diverse methodological approach and expand theoretical perspectives in order to understand the relationship between users and social media more comprehensively.
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