the uses and gratification theory pdf

The Uses And Gratification Theory Pdf

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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.

What Is Uses and Gratifications Theory? Definition and Examples

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. Kamboj, S. Report bugs here. Please share your general feedback.

You can join in the discussion by joining the community or logging in here. You can also find out more about Emerald Engage. Visit emeraldpublishing. Answers to the most commonly asked questions here. Abstract Purpose 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.

Findings 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.

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Uses and Gratifications Theory in the 21st Century

Uses and gratifications theory asserts that people use media to gratify specific wants and needs. Uses and gratifications was first introduced in the s as scholars began to study why people choose to consume various forms of media. For the next few decades, uses and gratifications research mostly focused on the gratifications media users sought. Then, in the s, researchers turned their attention to the outcomes of media use and the social and psychological needs that media gratified. Uses and gratifications theory relies on two principles about media users. First, it characterizes media users as active in their selection of the media they consume.

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.


PDF | This paper was aimed at clarifying the links between Uses and Gratification Theory (UGT) and Knowledge and Information Science in both traditional.


Uses and gratifications theory

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. Originators and Key Contributors: Uses and gratification theory builds off of a history of communication theories and research. Jay Blumler and Denis McQuail laid the primary groundwork in with their categorization of audience motivations for watching political programs during the time of the election in the United Kingdom [1]. This eventually led them to develop UGT later on with their colleagues [2][3][4]. Uses and gratification theory seeks to understand why people seek out the media that they do and what they use it for.

Drawing from uses and gratifications theory, this study explores influences of informativeness, entertainment, and irritation on various online consumer behaviors such as attitude toward the Web, Web usage, and satisfaction. Particularly, web usage and satisfaction are explored as the consequences of attitude toward the Web, while informativeness, entertainment, and irritation are the antecedents of attitude toward the Web. This nomological model was tested with a structural equation modeling SEM 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.

uses and gratification theory

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. However, as life began to transform, mass communication began to grow in all aspects. With each decade within the twentieth century, edge-breaking theories were presented in relation to the communication field.

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Когда Мидж заговорила, ее голос был мрачным: - Стратмор мог обойти фильтры. Джабба снова вздохнул. - Это была шутка, Мидж.  - Но он знал, что сказанного не вернешь. ГЛАВА 62 Коммандер и Сьюзан стояли у закрытого люка и обсуждали, что делать. - Итак, внизу у нас погибший Чатрукьян, - констатировал Стратмор.

Uses and gratifications theory

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И, наверное, у половины из них - красно-бело-синие волосы. - Sientate! - услышал он крик водителя.  - Сядьте. Однако Беккер был слишком ошеломлен, чтобы понять смысл этих слов. - Sientate! - снова крикнул водитель. Беккер увидел в зеркале заднего вида разъяренное лицо, но словно оцепенел.

Мостовая стремительно убегала назад в нескольких дюймах внизу. Он окончательно протрезвел. Ноги и плечо ныли от боли. Беккер с трудом поднялся на ноги, выпрямился и заглянул в темное нутро салона. Среди неясных силуэтов впереди он увидел три торчащие косички. Красная, белая и синяя. Я нашел .

A Review of Theory and Research Based on Uses and Gratifications in HCI

Ключ к Цифровой крепости, внезапно осенило ее, прячется где-то в глубинах этого компьютера. Когда Сьюзан закрывала последний файл, за стеклом Третьего узла мелькнула тень. Она быстро подняла глаза и увидела возвращающегося Грега Хейла.

Они болтали, смеялись и троекратно целовали друг друга в щеки. Затем подошла еще одна группа, и жертва окончательно исчезла из поля зрения Халохота. Кипя от злости, тот нырнул в стремительно уплотняющуюся толпу. Он должен настичь Дэвида Беккера. Халохот отчаянно пытался протиснуться к концу улочки, но внезапно почувствовал, что тонет в этом море человеческих тел.

 - Я опытный диагност. К тому же умираю от любопытства узнать, какая диагностика могла заставить Сьюзан Флетчер выйти на работу в субботний день. Сьюзан почувствовала прилив адреналина и бросила взгляд на Следопыта. Она понимала, что не может допустить, чтобы Хейл его увидел, - последует слишком много вопросов. - Я хочу сохранить это в тайне, - сказала .

Своей гладкой окружной формой она напоминала дельфина-косатку, застывшего от холода в схваченном морозом море. Это был ТРАНСТЕКСТ, компьютер, равного которому не было в мире, - шифровальная машина, засекреченная агентством. Подобно айсбергу машина скрывала девяносто процентов своей массы и мощи под поверхностью.

В окружающей ее тишине не было слышно ничего, кроме слабого гула, идущего от стен. Гул становился все громче. И вдруг впереди словно зажглась заря. Темнота стала рассеиваться, сменяясь туманными сумерками.

Сьюзан потеряла счет времени, потраченного на ожидание Следопыта. Два часа. Три.

Сьюзан нервничала: прошло уже слишком много времени. Взглянув на Следопыта, она нахмурилась. - Ну давай же, - пробормотала.  - У тебя было много времени.

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Dagma M.

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Christopher T.

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Merle B.

Uses and gratifications theory UGT is an approach to understanding why and how people actively seek out specific media to satisfy specific needs.

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Arno D.

PDF | Some mass communications scholars have contended that uses and gratifications is not a rigorous social science theory. In this article, I.

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