Hedonic and utilitarian gratification from ephemeral content on social media: A qualitative study of user engagement

This study explores the factors of hedonic and utilitarian gratification gained from ephemeral content on social media, and how these factors shape users' engagement with such content. Grounded in Uses and Gratifications Theory, the study adopts a qualitative approach involving semi structured interviews with 33 daily active social media users (16 male and 17 female) aged 18 to 40 years. Interview audio was transcribed and analysed using thematic analysis. Information availability emerged as the leading factor underlying both hedonic and utilitarian gratification, with the analysis revealing six overarching themes: entertainment, interactivity, information, new trend discovery, ease of use, and real time updates. In terms of social media engagement behaviour, contribution, including liking, sharing, and recommending content, emerged as the most preferred form of engagement among users. Theoretically, the study extends Uses and Gratifications Theory by identifying the specific gratification factors associated with ephemeral content consumption, and it introduces real time updates as a previously unidentified gratification factor. Practically, the findings offer social media advertisers and marketers actionable insight into the gratification factors that most effectively engage and attract users. While a substantial body of research has examined gratification derived from social media content in general, limited attention has been paid to ephemeral content specifically and its relationship with users' engagement behaviour, a gap this study addresses.