Uses and Gratification Theory and Social Media Interactivity: A Demographic study in Lahore, Pakistan

Abstract

This study looked at the usages and gratifications of social media interactivity between digital natives and digital immigrants. This study focuses to see if demographics such as age, education, and socioeconomic status have an impact on users also uncovering the possible reasons for social media usage among both generations based on their individual gratifications. The interview was conducted with a total of 16 participants in Lahore. They were picked based on their interest in social media and the consistency with which they interact with it. A semi-structured interview was conducted then analyzed using thematic analysis. Interaction of similar social media networks, apps, and platforms brings Digital Natives and Digital Immigrants closer together. Both generations choose to spend their time online and engage in social media interactions based on their own gratifications.