Uses And Gratification Approach Pdf

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uses and gratification approach pdf

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While we are building a new and improved webshop, please click below to purchase this content via our partner CCC and their Rightfind service. You will need to register with a RightFind account to finalise the purchase. Objective Communications: The European Journal of Communication Research is an established forum for scholarship and academic debate in the field of communication science and research from a European perspective.

This paper seeks to demonstrate the importance of uses and gratifications theory to social media. By applying uses and gratifications theory, this paper will explore and discuss the uses and gratifications that consumer receive from using social media. This paper seeks to provide a better and more comprehensive understanding of why consumers use social media. Exploratory study was conducted.

Proceedings of the International Conference of Communication Science Research (ICCSR 2018)

The objectives of the present study were to investigate the influences of i demographics and Big Five personality dimensions on social media use motives; ii demographics and use motives on social media site preferences; and iii demographics, personality, popular social media sites, and social media use motives on PSMU. Multiple linear and hierarchical regression analyses showed that social media use motives of i meeting new people and socializing, ii expressing or presenting a more popular self, and iii passing time and entertainment were associated with problematic social media use. Moreover, participants that preferred Instagram, Snapchat, and Facebook reported higher scores of problematic social media use. Finally, being female, introverted, conscientious, agreeable, and neurotic were associated with PSMU. The findings offer empirical evidence for uses and gratifications theory because the findings demonstrated that i different personality traits predict different motives, ii different motives predict preference of different platforms, and iii different individual differences such as personality, preference of platform, and specific use motives predict PSMU. The use of social media sites SMSs has become one of the most popular social behaviors, thanks to the ubiquity and many different opportunities that they offer.

Uses and gratifications theory UGT is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass communication. This communication theory is positivistic in its approach, based in the socio-psychological communication tradition, and focuses on communication at the mass media scale. It assumes that audience members are not passive consumers of media. Rather, the audience has power over their media consumption and assumes an active role in interpreting and integrating media into their own lives. Unlike other theoretical perspectives, UGT holds that audiences are responsible for choosing media to meet their desires and needs to achieve gratification.

Why people use social media: a uses and gratifications approach

Billions of people around the world are experiencing new ways of interacting with people using the social networking sites SNS. With the heavy traffic and technological capabilities, SNS offers remarkable gratifications to its users, but there is a lack of knowledge about how gratifications play a role in usage intention and whether there are other factors that influence this relationship. Therefore, this study aims to fulfill these research gaps. To explore these issues in depth, this study conceptualizes a comprehensive framework based on the theory of uses and gratification UGT , habit and the subjective norm. Structural equation model is used to analyze the survey data.

The purpose of this paper is to investigate how various gratifications obtained in the social media context affect customer participation, and its sequential effect on brand trust, brand commitment and word of mouth WOM in social media brand communities. The data were collected from respondents who used social media using a survey method. The data were assessed using AMOS with structural equation modeling. The findings depicted that among all gratifications obtained in the social media context, information seeking, incentive and brand likeability strongly affect customer participation, which sequentially affect brand trust, commitment and WOM in social media brand communities. In the context of social media brand communities, brand trust partially mediates the relationship between customer participation and its two outcome variables brand commitment and WOM. The present paper contributes that theory of uses and gratifications has particular significance and supposed to be provided further importance in the field of social media. It also presents a vivid and rich understanding of why customers use social media and participate in social media brand communities.

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more comprehensive understanding of why consumers use social media. Design​/methodology/approach – Exploratory study was conducted.


Proceedings of the International Conference of Communication Science Research (ICCSR 2018)

The Uses and Gratification theory discusses the effects of the media on people. It explains how people use the media for their own need and get satisfied when their needs are fulfilled. In other words, it can be said that the theory argues what people do with media rather than what media does to people. Also, this theory is in contradiction to the Magic Bullet theory , which states that the audience is passive. Even for communication, say — interpersonal, people refer to the media for the topic to discuss among themselves.

Over the past few decades, technology has truly revolutionized our lives. Perhaps one of the biggest transformations has occurred within mass communication. Prior to the industrial revolution, society had a virtually nonexistent form of mass media.

uses and gratification theory

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Это была вынужденная мера. Фонтейн почти во всем полагался на Стратмора и верил в его план, в том числе и в достойную сожаления, но неизбежную необходимость устранять Энсея Танкадо и в переделку Цифровой крепости, - все это было правильно. Но одно не давало Фонтейну покоя - то, что Стратмор решил прибегнуть к услугам Халохота. Тот, конечно, был мастером своего дела, но наемник остается наемником.

Да и весь мир криптографии изменился. Новые обязанности Сьюзан были засекречены, в том числе и для многих людей в высших эшелонах власти. - Шифры, - задумчиво сказал Беккер - Откуда ты знаешь, с чего начинать. То есть… как ты их вскрываешь.

 Ты его. Двухцветный равнодушно кивнул. - Где оно? - не отставал Беккер. - Понятия не имею.

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  1. Diodesecu 24.05.2021 at 01:57

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