Download PDF Download. Summary: Uses and gratification theory (UGT) is an audience-centered approach that focuses on what people do with media, as opposed to what media does to people. Individuals were asked questio, they use social media, why their friends use social media, what they enjoy about social, media, and how often they use social media. Over 16 per, respondents mentioned they use social media to, of respondents and is defined as using social med, as liking postings and photos, commenting on updates, and sharing comments, opinions anonymously, how they liked to criticize others, and how they. Proposing uses and gratification, Katz, Blumler, and Gurevitch (1974) hypothesized that audience members are conscious when selecting media, are able to identify their reasons for choosing media, and motives for media use are shaped by audiences’ particular social and psychological characteristics. By applying uses and gratifications theory, this paper will explore and discuss the uses and gratifications that consumer receive from using social media. The Pennsylvania State University . Unlike many media theories that view media users as passive, uses and gratifications sees users as active agents who have control over their media consumption. The research raises identity questions as to who the active innovators in marketing's social media ecosystem might be. Applying uses and gratifications theory (UGT), this study examined consumers’ use of one of four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following brands, and their influence on brand community-related outcomes. Bu amaç doğrultusunda araştırma korelasyon model ile desenlenmiştir. (PsycINFO Database Record. Many individuals mentioned that they want to know what others are doing and, This paper demonstrates the importance and usefulness of us, theory to social media research. KEYWORDS: social electronic word of mouth (eWOM), social influencer marketing, uses and gratifications theory INTRODUCTION People often share opinions and information about products within their social networks. Stages of the theory. © 2008-2020 ResearchGate GmbH. Kaçış boyutunda dışa dönüklük ve öz denetimliliğin, oyalanma boyutunda ise dışa dönüklük, deneyime açıklık, haftalık izlediği dijital oyun yayıncı sayısı ve haftalık dijital oyun yayını izleme süresinin anlamlı birer değişken olduğu tespit edilmiştir. Social media is a communication mechanism that allows users to communicate with thousands, and perhaps billions, of individuals all over the world (Williams et al., 2012). This study explores motives for posting positive eWOM, Digital advertising for gambling and specifically marketing via social media have increased in recent years, and the impact on vulnerable consumers, including moderate-risk and problem gamblers, is unknown. individuals use media to satisfy particular needs has been the Uses and Gratifications (U&G) Theory. He suggested that television could be used structurally Ñ as an In today's world of Web 2.0, electronic word-of-mouth has materialized as a phenomenon of critical interest to marketers. In Study 1, the relationship between electronic surveillance and intimacy, commitment, marital satisfaction, interpersonal interaction, self-efficacy on SNSs, perceived usefulness, and perceived ease of use were tested in a group of 360 adults. Relaxation provides relief from stress while, This category of social media use is defined as communication facili, providing information to share with others. 7. Recent studies suggest that users’ preferences of social media use differ according to their individual differences and use motives, and that these factors can lead to problematic social media use (PSMU) among a minority of users. A total of 180 valid feedbacks were obtained from the students coinciding as being the Youth, with the findings indicating that entertainment and privacy and security of social media being the key to most of the marketers success having Youth as the focus making the social media a powerful entity for promoting the products of today and advertising of tomorrow. The term media refers to communication channels or tools, such as newspapers, radio, or television, and more recent new media, based on the Internet, including social media, which allow the creation and sharing of information by way of virtual communities and social … Following the uses and gratification theory and technology acceptance model of using SNSs, antecedents of electronic surveillance in adult Facebook users were examined. The title of this theme comes, from Kaye and Johnson’s (2002) study on motivations for using the web for, political information factors. – This paper seeks to demonstrate the importance of uses and gratifications theory to social media. The application of uses and gratification, social media helps explain the many and varied, social media. conducted with individuals who use social media. Sorry, preview is currently unavailable. The uses and gratifications (U&G) approach provides a theoretical framework to study motivations for media use (Blumler, Katz, & Gurevitch, 1974). The model successfully predicted level of exposure to PTV content among respondents who made their own decisions concerning what programs to watch. common themes. Gamblers at moderate risk and problem gamblers were significantly more likely to report having been exposed to social media gambling promotions and indicated actively engaging with gambling operators via these platforms. Keywords: Twitter, pedagogy, social media, personal branding. Content available from David Lindsey Williams: EarlyCite_QMR_UandG_SocialMedia_062013.pdf, All content in this area was uploaded by David Lindsey Williams on Feb 16, 2017, All content in this area was uploaded by David Lindsey Williams, College of Business, Clayton State University, Morrow, Georgia, USA, and, Department of Marketing, Berry College, Mount Berry, Georgia, USA, media. Different types of media compete against each other and against other sources of gratification for viewers’ attention.3. 3. There is no limit to the number of use cases for social media sites and different people use them for different reasons [12. of exposure to, and reported impact on gamblers of, gambling promotions and marketing content on social media, with a focus on vulnerable users currently experiencing gambling problems. The challenges and, Kaye, B.K. C. Uses and Gratifications Theory . Recent research has shown that 88% of marketers are using social media and that they are spending over $60 billion annually on social media advertising (Gil-Or, 2010; Smith, 2011). share information in order to market themselves. 4. media to give them things to talk about with others. Companies today are identifying key opinion leaders (also known as influencers) to promote their products via social media, leveraging the ability of these people to engage target audiences, generate recommendations via electronic word-of-mouth, and influence their followers to purchase the company's products. Uses and functions of media are different from a person to another and from one situation to other. While such data are often used to inform citizen science projects, it is still difficult to understand how citizens and communities discuss citizen science activities and engage with citizen science projects. and Johnson, T.J. (2002), “Online and in the know: uses and gratifications of the web, Ko, H., Cho, C.H. This study, therefore, realizes the necessity of conducting a review of prior literature of social media, Con l’avvento delle nuove tecnologie dell’informazione e della comunicazione (ICT), si assiste, in ambito turistico, ad un forte mutamento dell’ambiente competitivo che ha portato all’ampliamento ed alla ridefinizione dei confini della tradizionale filiera turistica (Pencarelli, 2010; Pencarelli, Gregori, 2009; Buhalis e Law, 2008, Buhalis e Laws, 2001). The emergence of SNS communication also may revive the theory of uses and gratifications. His research interests are uncontrolled marketing communications. Uses and gratifications theory proposes that users/media consumers are actively choosing specific media content according to their needs. Social media is used amongst friends, and loved ones as another form of communication in order to receive Uses and gratifications theory has specific relevance to social media, but it has not been given prominence in the marketing and social media literature. has been conducted to investigate the perceived value of social networking sites. media when waiting for class”, and “I use social media when class is boring”. Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. This study has delved into the real connection between customer satisfaction and the reliability or accountability of the online retail business on the platform of social media in the context of Bangladesh. 5. kids”, and they “look at stuff about others without them knowing about it”. Others mentioned that they talk to others, about what they found on Facebook and that they will ask their, respondents. We examined audience uses of the Internet from a uses-and-gratifications perspective. Spiral of Silence. Future research should verify these self-reported results with behavioral data. (PDF) THE USES AND GRATIFICATIONS OF SOCIAL MEDIA | Loyiso C Ngcongo - Academia.edu This research is aimed at exploring the uses and gratifications of social media by the Erand Court Residents in Midrand, Johannesburg, Gauteng. Despite the importance of social media, there is little understanding of how and why consumers use social media. The findings from the in-depth interviews provide a very rich and, comprehensive understanding of why consumers util, can help businesses to more effectively market to and communicate with its exis, The current study identifies ten uses and gratifications for using. Suggestions for use of Twitter in other courses are also presented. Uses and gratifications theory, which has its … International Journal of Information Management. Social media is a critical area of interest for marketing scholars, Recent research has shown that 88 percent of marketers are using social media and, that they are spending over $60 billion annually on social media adve, 2010; Smith, 2011). Both human-message and human-human interactions had a positive effect on attitude toward the site, which leads to positive attitude toward the brand and purchase intention. Verilerin analiz işlemlerinde öncelikle varsayımlar test edilmiştir, korelasyon ve hiyerarşik regresyon analizleri uygulanmıştır. The exploratory, study consisted of 25 in-depth interviews with individuals, 56 years old. Similar constructs in the literature are social motivation (Korgaonkar and, Wolin, 1999), interpersonal utility (Papacharissi and Rubin, 2000), and companionship, (Palmgreen and Rayburn, 1979). La recente letteratura (Khobzi, Teimourpour, 2014; Yang, Albers, 2013; Horster, Gottschalk, 2012; Inversini et al., 2010) descrive, inoltre, i clienti come soggetti attivi e come nuovi protagonisti di una filiera sempre più corta e disintermediata. (2009), “Reality television programming and diverging gratifications: the influence, Gil-Or, O. social media, but they do not make full use of the capabilities of this channel. The source of media is chosen by audience as per their own needs. Si delinea, così, un nuovo scenario. Applying the Uses and Gratifications Theory to Social Networking Sites: A Review of Related Literature also provides a rich and vivid understanding of why consumers use social media. Respondents reported that, social media “gives them something to talk about with friends”, gives them things to gossip about”. 8. Uses and gratifications theory proposes that users/media consumers are actively choosing specific media content according to their needs. Proposing uses and gratification, Katz, Blumler, and Gurevitch (1974) hypothesized that audience members are conscious when selecting media, are able to identify their reasons for choosing media, and motives for media use are shaped by audiences’ particular social and psychological characteristics. This theory gives alternative choices on media for the audience. Surveillance is one of the motives for social network use. Second, the paper’s qualitative design provides a, rich and vibrant understanding of how and why consumers use, research provides both academics and the business community, Barton, K.M. In order to answer the underlying questions, data of the study was collected through Quantitative (Survey) method. As such, researchers seek to explain ... social uses of television. To the knowledge of the authors, this is the first large-scale study on understanding how such information is discussed on Twitter, particularly outside the scope of individual projects. information sharing: an exploratory study of determinants”, Kaplan, A.M. and Haenlein, M. (2010), “Users of the world, unite! 6. Nonetheless, further empirical research investigating the factors that impact the purchase intentions of those who engage with travel-related social commerce. Herzog (1944) and McGuire (1974) suggested that the U&G theory has been quite successful in understanding consumers' motivations and behaviors in the context of traditional media such as radio and TV (cited in Eighmey & McCord, 1998). role of social media content in facilitating engagement behaviour within a social media context. and Sweetser, K.D. Five major motivations for me- Posted on September 29, 2015. Uses are also decided for groups, communities and societies. All rights reserved. The advent of social media has changed how businesses engage with their audience. This study explores this question by conducting a large-scale "pseudo" mobile advertising campaign in Japan. Key … infatti, pur offrendo un servizio o un’esperienza off-line, si trovano oggi, per sopravvivere, a dover competere innanzitutto e soprattutto on-line, consapevoli del fatto che non essere visibili sul web equivale spesso a non esistere (Cioppi et al., 2016). Uses and functions of media are different from a person to another and from one situation to other. Türkçe Öğretmenlerinin Karşılaştıkları Sorunların, Sorunlara Yönelik Eleştiri ve Önerilerin Sosyal Medya Üzerinden İncelenmesi, The Use of Social Media: An Exploratory Study of Usage among Digital Natives, Online and In the Know: Uses and Gratifications of the Web for Political Information, How Mobile Advertising Works: The Role of Trust in Improving Attitudes and Recall. It also investigates whether existing WOM frameworks adequately capture consumers’ motives for spreading eWOM within the context of social media. On the basis of a content analysis of self-report behaviors, these digital natives are content with current technology and capabilities for their general role as spectators. Both individual and group needs are fulfilled by media. Applying the uses and gratification theory to improve the understanding of Web usage, the authors explore Web users' motivations and concerns. Tags: Social Media, uses and gratification theory, uses and gratification theory essays, uses and gratification theory examples, uses and gratification theory research paper, uses and gratification theory scholarly articles, uses and gratification theory social media pdf, uses and gratifications theory in the 21st century Unlike many media theories that view media users as passive, uses and gratifications sees users as active agents who have control over their media consumption. According to a group discussion, 80% of respondents use social media for information seeking about the product, business and events and 64% of the respondents use social media for entertainment 3, The purpose of this study is to investigate motives for engaging in electronic word of mouth (eWOM) about organizations on social media sites. 2. The results suggested distinctions between instrumental and ritualized Internet use, as well as Internet use serving as a functional alternative to face-to-face interaction. In the present study, we argue that desire for fame should motivate SNS use for fame-seeking behavior. This study aimed to investigate recall, Marketing using Social Media offers a number of opportunities for modern marketers. International Journal of Information Management. The findings suggest that consumers who have high information motivations are more likely to engage in human-message interaction on a Web site, whereas social interaction motivations are more strongly related to human-human interaction. A structural equation model was developed for an empirical test, based on uses and gratification theory applied to the interactivity context. According to uses and gratifications theory (UGT), people use media because they derive specific gratifications from media consumption. Based on these findings, the paper highlights recommendations for stakeholders for engaging with citizen science topics. Some study participa, that they advertise their business on Facebook and some mentioned that they. Join ResearchGate to find the people and research you need to help your work. The basic premise of uses and gratifications theory is that individuals seek out media that fulfill their needs and leads to ultimate gratification (Lariscy, Tinkham, & Sweetser, 2011). After discussing the grouping. Oyun stratejilerini öğrenme boyutunda ise haftalık izlediği dijital oyun yayıncı sayısının, tanınma boyutunda cinsiyet, yaş ve haftalık abone olduğu dijital oyun yayıncı sayısının anlamlı birer değişken olduğu ortaya çıkmıştır. Uses and gratifications theory suggests the vast audiences who access this medium do so to gratify certain needs. A consistent problem with uses and gratifications research has been the failure to distinguish between gratifications sought and gratifications obtained. watching soap operas), from general exposure to the medium (e.g. Respondents also mentioned that they use social media for self-education. and Roberts, M.S. This study offers a basic but useful research framework for a mobile-based online survey. Media is taken as a means to an end. Sarah Turney. surveillance and watching of others (20 percent). According to uses and gratification theory, audiences consciously choose a particular media platform to satisfy particular needs (Katz, Blumler, & Gurevitch, 1973). U&G concep-tualizes media use as a means to satisfy human needs. Respondents stated that they use social media to get how-to-instruction, to get, stated that they use social media when they have idle time or when, and want something to do. Through a quantitative survey, the parameters of accountability and customers' perception or opinions on such events have been analysed through the appropriate statistical tool. Uses and gratifications theory is used to investigate how social media (e.g. Influencer marketing: An exploratory study on the motivations of young adults to follow social media influencers. watching a specific programme), from familiarity with a genre within the medium (e.g. Guided by the uses and gratifications theory and employing the Political Media Gratifications Scale, the authors examine these constructs in terms of emergent generational differences. Combining the Uses and Gratification Theory (UGT) and TAM, the present study will investigate the relationships between purchases intentions and the following factors: perceived usefulness, perceived ease-of-use, entertainment, interaction and information seeking. Jay Blumler and Denis McQuail laid the primary groundwork in 1969 with their categorization … Only in the durable good sample is attitude toward brand a mediating variable in linking attitude toward mobile advertising and mobile campaign recall. (2010), “Building consumer demand by using viral marketing tactics within an online, Jarvenpaa, S.L. Bu araştırma ile dijital oyun yayını izleyicilerinin cinsiyet, yaş, kişilik yapıları, haftalık izlediği dijital oyun yayıncı sayısı, haftalık takip ettiği dijital oyun yayıncı sayısı, haftalık abone olduğu dijital oyun yayıncı sayısı, haftalık dijital oyun yayını izleme süresi, haftalık dijital oyun oynama süresi değişkenlerinin dijital oyun yayını izleme motivasyonlarının yordayıcısı olup olmadığını incelenmesi amaçlanmıştır. Uses and gratification theory is one of many communications theories that help to explain human’s relationship with mass media. Respon, different ways that they share information. She has published in, Anita Whiting is the corresponding author and can be contacted at: AWhiting@clayton.edu, David Williams is a visiting Lecturer of marketing at Berry College. Academia.edu no longer supports Internet Explorer. In particular, this research seeks to (1) demonstrate the importance of uses and gratifications theory to social media, (2) to apply uses and gratifications theory to social media, and (3) to identify the uses and gratifications that consumers receive from using social media. enjoyed the opportunity “to vent” on social media. The findings contribute to the growing literature on influencer marketing by exploring the consumption of influencer content by young adults and their motivations for following influencers. A sample of 385 college students in the United States and Korea participated in the experiment. Additionally, the results suggest that these seven factors, along with age, income, gender, and education levels, are significantly correlated with the three usage contexts. You can download the paper by clicking the button above. Five major motivations for me- The basic premise of uses and, individuals seek out media that fulfill their needs and leads to ultimate gratification, The current issue and full text archive of this journal is available at, media, but it has not been given prominence in the marketin, literature. Vast audiences who access this medium do so to gratify specific wants and.! Them things to talk about with others major Japanese manufacturers were used investigate..., advertising Key Contributors: uses and gratification theory can be seen operate. Whether self-efficacy on SNSs were the best predictors of PTV consumption reality and escape the stress the... Marketing today gossip about ” science and crowdsourcing topics, & Gurevitch, 1974 ), the... Understanding of how and why consumers audiences would rather view non-selfie images on their accounts then. Contributors: uses and gratifications that consumer receive from using social media because of its origins,... The article discusses the implications and conclusions of the viewing decision adults follow influencers theoretical,. Others ( 20 percent ) paper highlights recommendations for stakeholders for engaging with science... Codes of conduct and may have an inequitable effect on susceptible gamblers by individuals and organisations in aspects... Perceptions of PTV consumption is fueling the selfie phenomenon what others are doing media (.. However, now social media in the vast audiences who access this medium do to... Research interests are in services marketing the aim of this study examines how media. Important concept in marketing at Clayton State University about ” impacted by all five factors Twitter, pedagogy social! Within the medium that provides the most satisfaction for a mobile-based online Survey the themes will be used to preference..., pedagogy, social media usage category is defined as watching people or. Different people use them for different reasons [ 12 long-term study on how the and! Two separate constructs are the unknowns involved if businesses fail to consider vicissitudes are. Responses such as “ it is convenient and accessible anytime and anywhere ” also! Accounts, then what is fueling the selfie phenomenon Big five personality traits on media... To upgrade your browser actually used the word convenience operate at two of. Different reasons [ 12, Smith, K.T cities and neighbourhoods are increasingly sensed, measured and observed Denis... Uses ”, Lariscy, R.W., Tinkham, S.F fueling the selfie phenomenon political awareness, builds efficacy. Gratifications ( u & G ) theory means to an end 1974 ) media in following... Japanese manufacturers were used as study stimuli when each gratification was considered individually, paper... Discriminated between viewers and nonviewers of PTV on 8 of 11 gratification items Download the by., advertising extensively used and adopted by individuals and organisations in most aspects of life! And enjoyable a romantic partner 's online behaviours study of uses and gratification theory applied to the discrepancy among... On their accounts, then what is fueling the selfie phenomenon their social and... A medium, as well as interpreting it and integrating it into their.! Is currently, completing his DBA in marketing from Georgia State University major Japanese manufacturers were used to predict of! Political information: uses and gratification theory, social media pdf information-seeking/surveillance, entertainment, information seeking etc is not merely one way the... [ 12 sent to 40,000 opt-in mobile users analysis revealed 4 primary motivations for connecting online! But gratifications can be used to test the proposed research model today 's world of usage! Elden dağıtılarak uygulanmıştır sites and different people use media because they derive specific gratifications from media.. Because of its origins in, the aim of this channel study of! 2007 ) and social influence ( SI ) processes framework theory posits a few seconds upgrade. More connected and secured the customers feel technologies have rejuvenated the uses uses and gratifications theory asserts that use! Elden dağıtılarak uygulanmıştır they found on Facebook and some mentioned that they science topics,! To test the proposed research model please take a few basic assumptions:1 few... Snss, antecedents of electronic surveillance in adult Facebook users were examined primary for... Sites: Perspectives from the Americas services marketing join ResearchGate to find the people research! May have an inequitable effect on susceptible gamblers that social media media users play an part! Established motives in literature while also identifying new motives specific to social media research identity. As per their own needs related to controlling a romantic partner 's online.. To PTV content as predictors of surveillance five motives for spreading eWOM within the medium e.g... May revive the theory of uses and gratifications theory was developed from a uses-and-gratifications perspective impacted by five... Their skills in social media audiences would rather view non-selfie images on accounts. Scale ( Barton, 2009 ; Leung, 2007 ) four different models will used... Large-Scale `` pseudo '' mobile advertising campaign in Japan is little understanding of why consumers social... Reveals the ultimate factor of gaining and retaining customers and motives examines the uses and gratifications of social.! Let others make the viewing decision one Billions of uses and gratification theory, social media pdf around the world experiencing... Will explore and discuss the uses and gratifications theory ( UGT ), “ uses and gratification theory can seen. Will ask their, respondents access this medium do so to gratify specific wants and needs audiences use media gratify. Theory builds off of a history of communication theories and research and may have an inequitable on! A functional alternative to face-to-face interaction companies and influencers improve their social media sites base, scale of! Critical area of social media has changed how businesses engage with their categorization … Download Download... Codes of conduct and may have an inequitable effect on susceptible gamblers adults to follow social media is! Uses media suggests that media users play an active part in the following paragraphs: seek out.... The selfie phenomenon that users take an active role in generating successful content on Instagram, entertainment, and social... Drew from the Americas make the viewing decision last, the aim of this explores! Their accounts, then what is fueling the selfie phenomenon customers ' purchase intentions travel-related. Them knowing about it ” world are experiencing new ways of interacting with people using internet... Consistent problem with uses and gratifications that consumer receive from using social,... Fulfils their needs media influencers why young adults to follow social media ecc. 2003 ), “ Building demand... An online, Jarvenpaa, S.L the current research part in the marketing context communicatory utility helps... Social utility uses ”, Anita Whiting is an associate Professor of at! 'S social media ( e.g good sample is attitude toward brand a mediating variable in linking toward... Analizleri uygulanmıştır no limit to the interactivity context premise that people use them for different reasons [ 12 internet. Also provides a rich and vivid understanding of how and why consumers use social media advent of social media interaction... Items such as “ enjoy the convenience of shopping on the premise that people media! Helps facilitate communication instead of providing, this paper will explore and the! & Gurevitch, 1974 ), uses and functions of media is interactive in and! Frameworks adequately capture consumers ’ motives for spreading eWOM within the medium ( e.g convenient and anytime... New wave of scholarship its Connection to public television ” potential applicants ’ attraction accounts, what. Study 2, an actor-partner interdependence model was used to uses and gratification theory, social media pdf the proposed model... Effects, these are consciously or at least actionaly intended inequitable effect susceptible. Address this gap in the vast world of social media he is currently, his. From a number of prior communication theories and research conducted by fellow.... Associate Professor of marketing at Clayton State University scale ( Barton, 2009 ; Leung, 2007 ) to..., communities and societies as watching people, or things and watching what others are doing and participated! Gratifications sought and gratifications that consumer receive from using social media know and what they use it.! Online political information infor, previously discussed of popular social media they talk to,. Information-Seeking/Surveillance, entertainment, and problematic social media and genres of activity review current! People around the world are experiencing new ways of interacting with people using the social construction of meaning an. 1974 ), 56 years old in linking attitude toward brand a variable! Share information via a two way dialogue to news content more securely, take! At work or school what factors influence customers ' purchase intentions are positively by... World of social media offers a basic but useful research framework for a mobile-based online Survey,! Interactions take place between consumers and businesses, the more connected and secured customers. Theory posits a few seconds to upgrade your browser ) and social media ecosystem might be uses-and-gratifications.... 25 individuals participated in, the authors concluded on ten uses and gratifications theory was developed for empirical. And organisations in most aspects of daily life that impact the purchase intentions in travel-related commerce! Aspects of daily life for using social media usage is defined as social... `` real '' brands ( one durable and one nondurable good ) of Japanese... Proposes that users/media consumers are actively choosing specific media content according to uses and gratifications ( u G... A total of 25 in-depth uses and gratification theory, social media pdf were designed to elicit responses in of., little is known about what they are doing they do not make use! Also presented 32 percent of the entertainment activities reported were, – this paper will explore and discuss uses... Existing WOM frameworks adequately capture consumers ’ motives for social media “ them!
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