MOTIVES OF SOCIAL MEDIA USE: A STUDY OF TOURISTS OF SWAT
Keywords:
Motives, social media use, tourists, personality traits, Uses and gratification ApproachAbstract
This study aimed to explain Motives of Social Media Use and their relationship with Personality Traits and Demographics of tourists of Swat. Every personality use social media according to their own need and gratification. The researcher selected Swat because for natural beauty and panoramic destinations famous country Pakistan has various tourists’ spots. In which one of these is valley Swat. The study analyzed the relationship between Motives of Social Media Use and the tourist and their Personality Traits. This study adopted quantitative methodology, while primary data was collected through survey Questionnaire. Tourists who visited Swat were selected as population and further multistage cluster sample of 300 respondents drawn for data collection. Data was analyzed on SPSS, using factor analysis, simple linear and hierarchical multiple regression. Findings of the study suggested Companionship, Exhibitionism, Relationship Maintenance, Passing Time, Share Problem, Information Searching and Information Seeking. Relationship Maintenance motive has a significant positive relation with Openness, Conscientiousness, Neuroticism and Agreeableness except Extraversion. This study demonstrated that Neuroticism has also an association with Information Searching, Share Problem, Passing Time and Relationship Maintenance Motives. Age predicts social media motive Exhibitionism and Companionship negatively which means as age decreases Companionship and Exhibitionism increases. Further this study explored Motives of Social media Use as Companionship, Exhibitionism and Share Problem have a relationship with female
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