Search results

1 – 10 of over 4000
To view the access options for this content please click here
Article
Publication date: 30 August 2013

Anita Whiting and David Williams

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

Downloads
93836

Abstract

Purpose

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.

Design/methodology/approach

Exploratory study was conducted. 25 in‐depth interviews were conducted with individuals who use social media.

Findings

This study identified ten uses and gratifications for using social media. The ten uses and gratifications are: social interaction, information seeking, pass time, entertainment, relaxation, communicatory utility, convenience utility, expression of opinion, information sharing, and surveillance/knowledge about others.

Research limitations/implications

Limitations are small sample size. Research implications are that uses and gratifications theory has specific relevance to social media and should be given more prominence. Uses and gratifications theory helps explain the many and varied reasons why consumers use social media.

Practical implications

This paper helps organizations to understand why consumers use social media and what gratifications they receive from social media.

Originality/value

This paper makes the contribution that uses and gratifications theory has specific relevance and should be given more prominence within the area of social media. This paper also provides a rich and vivid understanding of why consumers use social media.

Details

Qualitative Market Research: An International Journal, vol. 16 no. 4
Type: Research Article
ISSN: 1352-2752

Keywords

To view the access options for this content please click here
Article
Publication date: 1 June 2021

Chin Lung Hsu and Judy Chuan-Chuan Lin

This study combines uses and gratifications theory and flow theory to create an integrated model that predicts continuance intention to use and satisfaction with…

Abstract

Purpose

This study combines uses and gratifications theory and flow theory to create an integrated model that predicts continuance intention to use and satisfaction with livestreaming services.

Design/methodology/approach

The proposed model was empirically evaluated using survey data collected from 304 users about their perceptions of livestream services.

Findings

The results indicate that gratifications such as entertainment, informativeness and sociability were all positively related to satisfaction. The authors find that flow mediates the impact of interactivity and telepresence on satisfaction. Notably, sociability gratification and satisfaction had a significant impact on a user's intention to continue to use livestreaming services and accounted for 77% of the variance.

Originality/value

The study adds to the body of knowledge by demonstrating the uses and gratifications theory and flow theory in live stream services. In addition, the findings may provide useful insights for live stream services streamers and marketers.

Details

Library Hi Tech, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0737-8831

Keywords

To view the access options for this content please click here
Article
Publication date: 27 November 2020

Muftawu Dzang Alhassan, Emmanuel Awuni Kolog and Richard Boateng

This study aims to investigate the gratifications driving the attitude and continuance use of mobile payment services in developing country context, such as Ghana. Also…

Abstract

Purpose

This study aims to investigate the gratifications driving the attitude and continuance use of mobile payment services in developing country context, such as Ghana. Also, the moderating effect of income and education on gratifications and attitude of users is explored.

Design/methodology/approach

Data was collected from conveniently sampled 361 users of mobile payment services in Ghana. A questionnaire, which mainly contains five-point Likert scale questions, was used to collect the data. The study adopted the Uses and Gratification (U&G) theory, where income and education were used as moderating factors. The data was analysed with SmartPLS for Structural Equation Modelling.

Findings

Among the other factors from the U&G theory, integrative, ease of use and usefulness gratifications were found to significantly influence attitude towards the use of mobile payment services in Ghana. In addition to this finding, user attitude significantly influences the continuance use intention of mobile payment services. Furthermore, the study revealed various effects of the moderating factors. These findings suggest that promoting mobile payment technology inclusiveness by creating a favourable environment would enhance the use of mobile payment services in Ghana.

Research limitations/implications

Given that this study was conducted in Ghana, a developing country, it is difficult to generalize the results to encompass the developed economies. In future, similar research should compare the developed and developing economies by considering culture as a moderating effect.

Practical implications

This study intends to provide information on the gratifications that drive the attitude and continuance use of mobile payment services in Ghana. The findings seek to augment mobile money service providers’ capabilities by providing them with an understanding of user gratification experience on mobile payment services. Additionally, the study will serve as a guide to policymakers in the government, telecommunication companies and mobile banking providers, to improve customer intimacy and gratification through their user behaviour.

Originality/value

Previous studies on user gratification have primarily focussed on the functional benefits derived from mobile payments and how they influence the service’s adoption. This study has contributed to literature by considering both the functional and non-functional benefits of mobile payment in developing country context. To the best of the authors’ knowledge, this study is the first to consider income and education as moderating variables to study the gratification levels of mobile payment users in Ghana and among few in Africa.

Details

Journal of Systems and Information Technology, vol. 22 no. 4
Type: Research Article
ISSN: 1328-7265

Keywords

To view the access options for this content please click here
Article
Publication date: 5 November 2019

Shampy Kamboj

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…

Downloads
2272

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.

Design/methodology/approach

The data were collected from 352 respondents who used social media using a survey method. The data were assessed using AMOS with structural equation modeling.

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. 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).

Originality/value

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

To view the access options for this content please click here
Article
Publication date: 3 February 2020

Ashfaq Hussain, Ghulam Shabir and Taimoor-Ul-Hassan

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…

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.

Details

Information Discovery and Delivery, vol. 48 no. 2
Type: Research Article
ISSN: 2398-6247

Keywords

To view the access options for this content please click here
Article
Publication date: 10 January 2020

Maria Santos Corrada, Jose A. Flecha and Evelyn Lopez

The purpose of this paper is to examine the use of social media and its impact on information search, communication with a company, and purchase and re-purchases of…

Downloads
1297

Abstract

Purpose

The purpose of this paper is to examine the use of social media and its impact on information search, communication with a company, and purchase and re-purchases of products and services. Using use and gratification theory as a starting point, it also examines the impact of satisfaction of use of social media in the process of purchasing and re-purchasing products and services.

Design/methodology/approach

An online survey was conducted with 444 participants, and the data were analyzed using the partial least squares structural equation modeling technique to observe the effects between the variables of social media use, search information, communication with the company, purchase, re-purchase and satisfaction of use of social media.

Findings

The results reflect how the use of social media generates significant rewards that significantly impact the search for information and the communication with the company. The data also show how communication with the company has an impact on the purchase and re-purchase of products and services. Finally, it was empirically confirmed that the gratification received by users through social media use impacts satisfaction with social media use.

Originality/value

The results contribute to how social media impacts alternative evaluations through the gratification of user needs, resulting in motives and behaviors leading to the purchase of goods and services, as established by Use and Gratification Theory. In its contributions to the Academy, Use and Gratification Theory (U&G) explains why individuals use and share information using social media. First, it justifies the purchase and re-purchase of products and services due to user satisfaction according to users’ experience using social media. Second, it presents a vision of how the use of social media is a significantly important result in the gratification of consumer needs.

To view the access options for this content please click here
Article
Publication date: 2 October 2018

Qian Li, Xunhua Guo, Xue Bai and Wei Xu

Considering the popularity and addictive attributes of microblogging, the purpose of this paper is to explore the key drivers of the microblogging addiction tendency, and

Downloads
1206

Abstract

Purpose

Considering the popularity and addictive attributes of microblogging, the purpose of this paper is to explore the key drivers of the microblogging addiction tendency, and to investigate the causal relationship between microblogging usage and addiction tendency through the lens of the uses and gratifications (U&G) theory.

Design/methodology/approach

By extending the U&G theory to accommodate the negative consequences of gratification, a research model that explains the relationships among microblogging use, gratification and addiction tendency was developed and empirically examined based on the data collected from 520 microblogging users in China.

Findings

The results showed that different types of microblogging use lead to different categories of gratification to different extents, while different categories of gratification play different roles in determining the level of addiction tendency. Specifically, the effect of content gratification on addiction is marginal, while social gratification has significant effects on all dimensions of addiction tendency.

Originality/value

The present study has both theoretical and practical implications. From a theoretical perspective, unlike many previous studies applied the U&G theory to explore the positive outcomes of media uses, this paper extends the U&G by including addiction tendency as a negative psychological outcome of U&G., resulting a research framework (use-gratification-addiction framework). Meanwhile, this paper contributes to the extending literature by examining the constructs of U&G at a granular level and investigated the causal relationship between “usesandgratifications.”

To view the access options for this content please click here
Article
Publication date: 14 May 2021

Changlin Wang, Thompson S.H. Teo, Yogesh Dwivedi and Marijn Janssen

Citizen satisfaction with the government is a longstanding and continuous concern in public administration. However, past research did not investigate the effect on…

Abstract

Purpose

Citizen satisfaction with the government is a longstanding and continuous concern in public administration. However, past research did not investigate the effect on satisfaction with the government in the context of mobile government (m-government). The purpose of this paper is to evaluate how the social benefits of citizens using m-government affect their satisfaction with the government.

Design/methodology/approach

Grounded in the uses and gratifications theory (UGT), the authors suggest that the satisfaction in m-government should be constructed in terms of the satisfaction with m-government and the satisfaction with the government. The research model of citizen satisfaction in the context of m-government is tested through partial least squares (PLS) (SmartPLS 2.0) based on data collected from a survey study in China.

Findings

The results indicate that the three important social benefits, e.g. convenience, transparency and participation, are positively associated with process gratification, whereas only convenience is positively associated with content gratification. The results suggest that both process gratification and content gratification are positively associated with citizen satisfaction with the government. Furthermore, the research suggests that process and content gratification have a mediating role, whereas compatibility has a moderating role.

Practical implications

This research provides insights to practitioners on how to facilitate citizen satisfaction by increasing citizens’ social benefits and improving process and content gratification.

Originality/value

This study contributes to the literature by offering a framework for analyzing the impact of citizens’ use of m-government on their satisfaction with the government. The work also contributes to UGT by categorizing user gratifications into process gratifications, content gratifications and citizen satisfaction with the government.

Details

Information Technology & People, vol. 34 no. 4
Type: Research Article
ISSN: 0959-3845

Keywords

To view the access options for this content please click here
Article
Publication date: 7 October 2014

Rafael Curras-Perez, Carla Ruiz-Mafe and Silvia Sanz-Blas

– 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.

Downloads
2704

Abstract

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 achieved if the individual shows a favourable attitude towards use and receives positive feed-back (comments, opinions, etc.) from friends, acquaintances and other individuals in their environment. Perceived control has no influence on social network loyalty. Finally, this research highlights the importance of socialisation and entertainment as antecedents of social network attitude.

Research limitations/implications

Social network use has been analysed globally and database includes users with very different profiles (e.g. Facebook and Tuenti) what may skew the results.

Practical implications

Individuals access social networks to establish social links with friends/family/acquaintances, seeking entertainment and fun, but they are never used to be fashionable or up-to-date. Given the importance of social relations, companies should motivate participation elements in their social networks profiles.

Originality/value

The paper presents a model that explains the formation of loyal social network customers, integrating TPB and Uses and Gratifications Theory to enable understanding of the role of these networks in individuals’ lives.

Details

Industrial Management & Data Systems, vol. 114 no. 9
Type: Research Article
ISSN: 0263-5577

Keywords

To view the access options for this content please click here
Article
Publication date: 11 July 2016

Chulmo Koo, Youhee Joun, Heejeong Han and Namho Chung

This study aims to investigate the effects of a prospective traveler’s perception of media exposure on their intention to visit a destination (i.e. South Korea). Cultural…

Downloads
2791

Abstract

Purpose

This study aims to investigate the effects of a prospective traveler’s perception of media exposure on their intention to visit a destination (i.e. South Korea). Cultural exposure to a particular country through media affects people’s preference for that foreign country, and may ultimately be a function of the behavior for consuming that country’s cultural products – e.g. traveling to that country. Media exposure has been recognized as a major underlying reason for the desire to visit a destination.

Design/methodology/approach

This study examines the impacts of potential travelers’ media exposure in three different language-use groups (i.e. English, Japanese and Chinese) and their perception of the media exposure on their intention to visit the actual site (i.e. South Korea). To enhance the understanding of the intention to visit the destination, this study proposes a research model based on use and gratification theory and the belief–desire–intention model.

Findings

Mass and social media exposure had an effect on the intention to visit a destination as a result of the gratification and desire experienced through the content.

Research limitations/implications

This study suggests the synthesis of the use and gratification theory and the belief–desire–intention model and an examination of theoretical and practical implications.

Originality/value

This study involved a sample of users of destination marketing sites. In addition, this study investigated the users’ intentions to visit a real tourism destination taking into consideration mass media (traditional media) and social media (new media) based on the use of gratification theory and the belief–desire–intention model. Practically, the findings highlight the crucial role of social media in the intention to visit the tourism destination.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 7
Type: Research Article
ISSN: 0959-6119

Keywords

1 – 10 of over 4000