uses and gratification associated with social media addiction among working adults in bangkok

193 Pages·2017·3.25 MB·English

USES AND GRATIFICATION ASSOCIATED WITH SOCIAL MEDIA ADDICTION
AMONG WORKING ADULTS IN BANGKOK
USES AND GRATIFICATION ASSOCIATED WITH SOCIAL MEDIA ADDICTION
AMONG WORKING ADULTS IN BANGKOK

A Dissertation Presented to
The Graduate School of Bangkok University

In Partial Fulfillment
of the Requirements for the Degree
Doctor of Philosophy in Interpersonal Communication

By
Napaphat Limvarakul
2017
© 2017
Napaphat Limvarakul
All Rights Reserved

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ACKNOWLEDGEMENT

I would like to thankful everyone who has supported me throughout my Ph.D.
journey. First, I would like to express a deep sense of gratitude to Professor Dr. Benjamin
R. Bates, my major advisor, for supporting me during these past six years. Without his
support, none of this would be possible. I would like to thank him not only for this
dissertation, but also for his patience and guidance during my doctoral journey.
I would like to express my sincere appreciation to Professor Dr. Pote Sapianchai
for having been the doctoral dissertation defense committee chair, and, meanwhile, please
accept my most heartfelt sympathies. I would like to thank Dr.Rosechongporn
Komolsevin, Dr. Booncharn Thongprayoon, and Dr.Ratanasuda Punnahitanond who
provided constructive comments and guidance to the completion dissertation. I am

indebted to Professor Dr. Ramie McKerrowand Associate Professor Dr. Rosechongporn
Komolsevin all of whom have been instrumental in helping me grow as a great
researcher. My big thanks to Asst. Prof. Ratanasuda Punnahitanond, she has ensured that
I never felt alone and have motivated me from thousands of miles away.
I am grateful to my boss Mrs. Sunee Paripunna, CEO and Mrs. Pornpayaow
Chaijiraphand, CFO, at Omnicom Media Group (Thailand) who always support to my
study in the doctoral program. I also want to thank Mr. Clint Easthorpe, Mrs. Paichit
Thiengthong and Mrs. Malee Kittipongpisal who helped me figure out how to make a
career out of something I loved. I would also like to extend a very big thank you to all my
doctoral friends (Nantida, Sawittree, Wuttichai, Benya and Usa) for a good relationship
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and wonderful experiences that we spent for the entire six years together. All my friends
who reposted my survey to their Facebook page which ensured I had enough participants
to complete this project.
Last but not least, my loving family - my mum, Bunruey Limvarakul, my dad,
Chokchai Limvarakul, and my brothers, Patchara and Somchai Limvarakul who have
given me the best back up team to succeed in this world. My dad taught me to be patient
and flight to pass all barriers, my mum taught me to follow my dreams as well as to
believe in myself, and my brothers taught me to be strong. I would not be who I am
without my family’s constant love, encouragement, moral support, and blessings over the
years. I think you guys have seen the ups and downs of completing a Ph.D. life and I just
want to say thanks for everything.
TABLE OF CONTENTS

Page

ABSTRACT ....................................................................................................................... iv
ACKNOWLEDGEMENT ................................................................................................ vi
LIST OF TABLES ............................................................................................................ xii
LIST OF FIGURES ......................................................................................................... xiv
CHAPTER 1 : INTRODUCTION ...................................................................................... 1
1.1 Background and Objective of This Study ........................................................... 1
1.1.1 The Social Media Phenomenon .................................................................. 1
1.1.2 Thailand's Social Media Landscape ........................................................... 3
1.1.3 The Pros and Cons of Social Media ........................................................... 4
1.2 Statement of Problem ......................................................................................... 5
1.3 Significance of Study ......................................................................................... 8
CHAPTER 2 : LITERATURE REVIEW ......................................................................... 11
2.1 Social Media Concept ....................................................................................... 11
2.2 Uses & Gratifications Theory ........................................................................... 13
2.2.1 Understanding Working Adults' Activities on Social Media ................... 18
2.3 Psychological Factors and Behavior ................................................................. 22
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TABLE OF CONTENTS (Continued)

Page

CHAPTER 2 : LITERATURE REVIEW (Continued)
2.3.1 Addiction Concept ..................................................................................... 22

2.3.2 Internet Addiction .................................................................................. 23
2.3.3 Social Media Addiction ......................................................................... 24
2.4 Related Research Concepts .............................................................................. 29
2.5 Gender Differences in Social Media Addiction ............................................... 30
2.6 Gratification of Social Media Use ................................................................... 32
2.7 Time Spent on Social Media Usage ................................................................. 35
CHAPTER 3 : RESEARCH METHODOLOGY ............................................................. 38
3.1 Research Objectives .......................................................................................... 38
3.2 Research Questions and Hypothesis ................................................................ 39
3.3 Question Design and Data Collection .............................................................. 40
3.4 Research Procedures ........................................................................................ 47
3.5 Overview of the Analyses ................................................................................ 47
3.6 Conceptual Framework .................................................................................... 50