The fundamental contribution of U&G is its remarks on active consumers and audiences in the context of communication (Nyland & Near, 2007). U&G approach might be utilized to investigate baseline questions about gratifications for using social media (Smock al., 2011). The uses and gratification research is important for commercial purposes as well, since the producers want to offer most satisfactory tools for communication to the society (Severin & Tankard, 1997). Therefore, it can be inferred that exploring customers’ adoption decision might be simplified by U&G with offering a new approach (Luo et al., 2011).