This diversification of the use of media is the foundation
As internet penetration keeps widening and social media platforms continue proliferating, Whiting & Williams (2013) argue that there is little knowledge on why and how people use social media. Scholars predicted that the emergence and widespread usage of the internet would come with new changes in roles, personal, and social habits of media users. This diversification of the use of media is the foundation of the Uses & Gratification (U&G) Theory.