Motives of urban and rural teenagers in using social media as a branding business in a disruptive era in the city of Yogyakarta

Abstract

This study investigates the motives driving city and village teenagers in Yogyakarta to utilize social media as a platform for business branding in the disruptive era, addressing two central questions: "What motivates teenagers to use social media in this disruptive era?" and "Are there differences and similarities between urban and rural teenagers in their use of social media in this disruptive era?”

Employing the Uses and Gratifications Theory as the theoretical framework, the research adopts a qualitative approach. Data is collected through interviews and observations conducted during August 2022. The study focuses on cognitive and affective motives, as well as personal and social integrative motives, as outlined in the Uses and Gratifications Theory.

The motives discovered are multifaceted and include seeking information, experiencing pleasure, enhancing personal status, fostering social connections, and releasing tension and stress. The disruptive era has significantly shaped user behavior, blurring the lines between social interaction and commerce. Businesses must adapt to this paradigm shift by embracing social commerce, leveraging user-generated content, prioritizing personalization, cultivating online communities, fostering emotional connections, adapting and innovating, monitoring and analyzing data, collaborating with influencers, investing in customer support, and prioritizing mobile optimization. These implications extend globally, as businesses worldwide must respond to the evolving behaviors and expectations of their audience in the disruptive era.