The uses and gratifications theory is commonly used to explain motivations for SMU including how individuals choose media to satisfy specific needs or desires. According to Pelletier and colleagues, "by understanding the intrinsic needs that draw consumers toward specific media, Uses and Gratification Theory further helps recognize consumers The Uses and Gratification theory discusses the effects of the media on people. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. In other words, it can be said that the theory argues what people do with media rather than what media does to people. To address the research questions, we have used the Uses and gratification theory as our theoretical framework. 2.2. Uses and gratification theory. Uses and gratification (U&G) theory is the widely utilised theoretical framework to explain the different motives and reasons behind the usage of any given medium [43, 57]. The concept of social identity gratifications (SIG) arose out of the integration of social identity theory and uses and gratifications theory in order to explain how social group identification was related to media use and perceptions (Harwood, 1997, 1999). Social identity theory proposes that our personal identities are made up of social group Let's look at five fundamental theories of mass communication: 1) the magic bullet theory, 2) two-step flow theory, 3) multi-step flow theory, 4) uses and gratification theory, and 5) cultivation theory. Magic Bullet Theory. The magic bullet theory (also called the hypodermic needle theory) suggests that mass communication is like a gun Uses and gratifications theory applies to social media because of its roots in the communications literature. Social media is a communication mechanism that allows users to communicate with thousands, and perhaps billions, of individuals all over the world (Williams et al. 2012). explained the uses and gratification of social media. Their This study combines the theory of uses and gratification and a subjective norm perspective to create an integrated model that predicts liking behavior and usage intentions on Facebook. Second, U&G theory not only focuses on motives but also describes other psychological effects and media selection behaviors. As Lin (1996: 574) argued, it permits researchers to investigate 'mediated communication situations via a single or multiple sets of psychological needs, motives, communication channels, communication content, and psychological gratifications within a cross-cultural cIro5.