Search results for "uses and gratifications"
showing 7 items of 7 documents
Examining the Performance of Brand-Extended Thematic-Content : The Divergent Impact of Avid- and Skim-Reader Groups
2017
Today, the reading online content is a daily habit for many users. In an online environment, users encounter brands, who hope to attract visitors to their online spheres of influence through brand-extended thematic-content. The purpose of this study is to investigate this phenomenon and assess its impact on both the readers of the content and the brands. To do this, we use structural equation modeling to analyze data from two groups, skim readers and avid readers, who vary in terms of the behaviors they invest in the reading of brand-extended thematic-content. The findings reveal that brand-extended thematic-content affects divergently on the brand attitude formation of these two groups. Sp…
The Relationship between General Intelligence and Media Use among University Students
2020
Students’ information selection process might be influenced by their choice of media sources, their learning contexts and motivation to use certain media as well as their general intelligence, which is crucial for information processing. This study examines the relationship between the general fluid intelligence and the media use of 709 first-year business & economics students from 44 universities in Germany for two different learning purposes: informing oneself about B&E topics and preparing for lectures and exams. Accordingly, the motivator information seeking is divided into curiosity driven and goal driven information seeking. Three types of media sources were included: common news sour…
The usage of social media among young adults living in Nairobi, Kenya : only entertainment or contributions to societal change?
2015
Social media usage has been found to have increased all over the world, also in the so-called developing countries. Although the percentages are still rather low, it can be argued that the use of social media is becoming increasingly important also in African countries. Kenya has been found to be one of the leading countries regarding social media usage in East Africa. Although research on social media has been conducted, for instance, on the use of social media in protest movements and in the areas of users’ motivation, less emphasis has been placed on their developmental aspects. Thus, to gain a deeper understanding of the usage of social media in the so-called developing countries, this …
Determinants of user behaviour and recommendation in social networks
2014
Purpose – The purpose of this paper is to analyse the determinants of social network use behaviour using Theory of Planned Behaviour (TPB) and Uses and Gratifications Theory. Design/methodology/approach – A quantitative study was carried out with data gathered by personal interview using a structured questionnaire. Relationships proposed in the theoretical model were estimated through structural equation models. In total, 811 users of social networks over 14 and residents in Spain were part of the sample. Findings – Results indicate that use attitude and the subjective norm, both TPB variables, directly and significantly influence social network loyalty. Thus, network loyalty can be achiev…
Social and satisfied? : Social uses of mobile phone and subjective wellbeing in later life
2022
The current study examined the associations between socio-demographic background and engagement in social uses of mobile phone, and between the engagement in these uses and life satisfaction and health satisfaction in later life through the lens of digital divide and uses and gratifications theories. The data, collected from the retired Internet users (62 and older) residing in seven countries (N = 5713), were analyzed using logistic and linear regression models. The results show that education and age predicted the engagement in social uses in the most consistent way. A number of social uses positively related to both life and health satisfaction. Of the particular uses, e-mailing and inst…
The role of travel motivations and social media use in consumer interactive behaviour: a uses and gratifications perspective
2020
This paper explores the influence of travel motivations and the gratification provided by social media in consumer stickiness to social media, intention to create user-generated content, and electronic word of mouth (eWOM) review adoption. The study follows a mixed-methods approach. First, a concept mapping study was undertaken to identify the main travel motivations and the gratifications provided by social media when consumers search for information on tourism destinations. A second study using structural equation modelling and SmartPLS 3.2.7 with a sample of 401 heavy users of social media showed the relationships between individual travel motivations and gratifications provided by socia…
Validating the Gratifications Associated with the Use of the Smartphone and the Internet by University Students in Chile, Ecuador and Spain
2021
The pervasiveness of the smartphone and the Internet among young university students can cause both benefits and problematic behaviour mediated by the motivations of the users. This study, using th...