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.
Social media has become an area of interest to researchers, marketers, students, celebrities, and many other economic and socio-political institutions. This has to do with the belief that the power of globalisation has forced many people to be online in order to cope with and survive the demand of the 21st Century technology. Nowadays millions of people undertake their activities on social media because they have the opportunity to view, read, seek, and share whatever they like, anywhere, anytime, and on any topic (Vicen & Cavus, 2010).