Users and Gratification Theory Approach to Understand Why People Use Digital Media Mainly During Lockdown

Abstract

This article seeks to find the uses and gratification that consumers receive by using digital media during the lockdown when there is a situation of Covid. This article tries to provide a more comprehensive understanding of why consumers use digital media. Exploratory research was conducted. In-depth interviews were conducted with over 30 individuals who use social media or digital media during the lockdown. This study identified eight implications of uses and gratifications for using digital media. They are social interaction, seeking information, time-pass, entertainment, relaxation, expression of opinion, information sharing, and knowledge about others.