How American Students Perceive Social Networking Sites: An Application of Uses and Gratifications Theory

2015 ◽  
pp. 239-253
Author(s):  
Rowena L. Briones ◽  
Melissa Janoske
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Uses And Gratifications ◽  
Uses And Gratifications Theory ◽  
American Students

scholarly journals Spanish academics and social networking sites: Use, non-use, and the perceived advantages and drawbacks of Facebook, Twitter, LinkedIn, ResearchGate, and Academia.edu

First Monday ◽  
2019 ◽  
Author(s):  
Francisco Segado-Boj ◽  
Jesús Díaz-Campo ◽  
Erika Fernández-Gómez ◽  
María-Ángeles Chaparro-Domínguez
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Uses And Gratifications ◽  
Uses And Gratifications Theory ◽  
University Professors ◽  
Level Of Use ◽  
Depth Interviews

This study examines Spanish academics’ motives for using social networking sites (SNS) and their perceptions regarding the limitations of and drawbacks to social media. We analyse 18 in-depth interviews conducted with Spanish university professors chosen according to their disciplines, academic ranks and level of use. Our findings confirm prior research based on the uses and gratifications theory. Thus, we conclude that SNS are used for managing content, identifying experts in a researcher’s field of knowledge. In addition, academics need to manage different personal identities in each SNS they use.

scholarly journals LuluLemon's Instragram strategy: a qualitative content analysis using uses and gratifications theory

2021 ◽  
Author(s):  
Elise Moore
Keyword(s):  
Content Analysis ◽  
Social Networking ◽  
Digital Media ◽  
Social Networking Sites ◽  
Uses And Gratifications ◽  
Qualitative Content Analysis ◽  
Uses And Gratifications Theory ◽  
Corporate Marketing ◽  
Related Information

Social Networking Sites (SNSs) have become increasingly integral to corporate marketing in recent years. Instagram is a newer platform that corporations have added to their digital media marketing presence. The aim of this MRP is to investigate Lululemon Athletica’s presence on Instagram by examining the specific techniques they employ to satisfy users’ Uses and Gratifications. 10 Lululemon Instagram posts were sampled for this study. From these posts, the first 50 comments were collected and coded using Whiting and Williams’ (2013) coding schema. This study highlights the value in (1) brands sharing useful brand and product-related information, and (2) interacting with consumers by responding to their comments and posing Socratic questions to spur dialogue and further engagement.

scholarly journals LuluLemon's Instragram strategy: a qualitative content analysis using uses and gratifications theory

2021 ◽  
Author(s):  
Elise Moore
Keyword(s):  
Content Analysis ◽  
Social Networking ◽  
Digital Media ◽  
Social Networking Sites ◽  
Uses And Gratifications ◽  
Qualitative Content Analysis ◽  
Uses And Gratifications Theory ◽  
Corporate Marketing ◽  
Related Information

Social Networking Sites (SNSs) have become increasingly integral to corporate marketing in recent years. Instagram is a newer platform that corporations have added to their digital media marketing presence. The aim of this MRP is to investigate Lululemon Athletica’s presence on Instagram by examining the specific techniques they employ to satisfy users’ Uses and Gratifications. 10 Lululemon Instagram posts were sampled for this study. From these posts, the first 50 comments were collected and coded using Whiting and Williams’ (2013) coding schema. This study highlights the value in (1) brands sharing useful brand and product-related information, and (2) interacting with consumers by responding to their comments and posing Socratic questions to spur dialogue and further engagement.

scholarly journals A Tale of Four Platforms: Motivations and Uses of Facebook, Twitter, Instagram, and Snapchat Among College Students?

2017 ◽  
Vol 3 (1) ◽  
pp. 205630511769154 ◽  
Author(s):  
Saleem Alhabash ◽  
Mengyan Ma
Keyword(s):  
College Students ◽  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Uses And Gratifications ◽  
Cross Sectional Survey ◽  
Cross Sectional

The current research explores differences between Facebook, Twitter, Instagram, and Snapchat in terms of intensity of use, time spent daily on the platform, and use motivations. The study applies the uses and gratifications (U&G) approach to contrast the four platforms. A cross-sectional survey of college students ( N = 396) asked participants to indicate the intensity of using Facebook, Twitter, Instagram, and Snapchat as well as nine different use motivations. Findings show that participants spent the most time daily on Instagram, followed by Snapchat, Facebook, and Twitter, respectively. They also indicated the highest use intensity for Snapchat and Instagram (nearly equally), followed by Facebook and Twitter, respectively. With regard to use motivations, Snapchat takes the lead in five of the nine motivations. Findings are discussed in relation to the U&G approach and uniqueness of different social media and social networking sites (SNSs).

scholarly journals Have You Asked for It? An Exploratory Study About Maltese Adolescents’ Use of Ask.fm

2018 ◽  
Vol 34 (6) ◽  
pp. 738-756
Author(s):  
Lorleen Farrugia ◽  
Mary Anne Lauri ◽  
Joseph Borg ◽  
Brian O’Neill
Keyword(s):  
Focus Groups ◽  
Social Networking ◽  
Thematic Analysis ◽  
Social Networking Sites ◽  
Exploratory Study ◽  
Peer Acceptance ◽  
Uses And Gratifications Theory ◽  
Identity Exploration ◽  
Perceptions And Attitudes

This article focuses on adolescents’ use of anonymous social networking sites (SNSs). Their perceptions and attitudes toward one such platform, Ask.fm, are discussed using the framework of uses and gratifications theory to explore motivations for using it. Four focus groups and four interviews were carried out with 22 Maltese adolescents (10 female and 12 male) aged 11 to 16 years. Thematic analysis of data collected was undertaken to identify and develop themes relevant to Ask.fm use. Findings indicate that the platform is a space where adolescents interact with others as part of their identity exploration. The role of anonymity was salient throughout. Ask.fm users were aware of the risks related to using the site; yet, the possibilities for fun, peer acceptance, and identity exploration may be driving them to experiment with this risky behavior. The implications arising from these exploratory findings may be applicable to other anonymous SNSs.

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