Cognitive needs and use of social media: a comparative study of gratifications sought and gratification obtained
Information Discovery and Delivery
ISSN: 2398-6247
Article publication date: 3 February 2020
Issue publication date: 7 May 2020
Abstract
Purpose
The purpose of this study is to compare the gratification sought and gratification obtained for cognitive needs from social media among information professionals in the limelight of uses and gratification theory. Cognitive needs are related to knowledge, acquiring information, comprehension etc., and gratification sought and gratification obtained are two distinct components of the uses and gratification theory.
Design/methodology/approach
For this quantitative research study, a self-administered survey questionnaire was used to collect data from the participants of the study. Sample of this study was 700 information professionals who are necessarily users of social media.
Findings
Finding of this study depicted that gratification obtained and gratification sought from social media for cognitive needs are different from each other, and information professionals need to revisit their social media use for cognitive needs.
Research limitations/implications
The present study is limited to gratification sought and gratification obtained for cognitive needs among information professionals.
Practical implications
This study has determined that information professionals need to revisit their social media use for cognitive needs, as the obtained gratifications are different from gratification sought from social media.
Social implications
Social media provides versatility of information in different forms and large numbers of information professionals are the users of social media around globe. Perceived use of social media for cognitive needs has been resulted into destructed gratifications. This study has brought the actual outcome of the use of social media to the audience so that they may rectify their social media use.
Originality/value
This study is a significant contribution for information professionals to review the gratifications sought and obtained from social media for cognitive needs. It has been established in this study that gratifications sought are significantly different from gratifications obtained from social media among information professionals.
Keywords
Citation
Hussain, A., Shabir, G. and Taimoor-Ul-Hassan (2020), "Cognitive needs and use of social media: a comparative study of gratifications sought and gratification obtained", Information Discovery and Delivery, Vol. 48 No. 2, pp. 79-90. https://doi.org/10.1108/IDD-11-2019-0081
Publisher
:Emerald Publishing Limited
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