Users on Social Network Sites—Flight from Reality and Its Effects on Acceptance of Social Network Advertising: A Gratification Perspective

2017 ◽  
Vol 12 (2) ◽  
pp. 98-121 ◽  
Author(s):  
Imran Anwar Mir
Keyword(s):  
Social Network ◽  
Everyday Life ◽  
Empirical Evidence ◽  
Business Model ◽  
Uses And Gratifications ◽  
Social Network Sites ◽  
User Acceptance ◽  
Uses And Gratifications Theory ◽  
User Attitudes ◽  
Social Interactivity

Social network sites (SNSs) have emerged as a common place for social interactivity and communication in cyberspace. They have rapidly grown in fame and user acceptance globally. The business model of many of these SNS firms is based on advertising. Therefore, it is crucial that users accept social network advertising (SNA). Literature shows that users accept the advertising which is congruent with their motivations for using media. Many people participate in SNSs to forget the problems and worries of everyday life. Yet, empirical evidence is lacking which shows the effects of social escapism motivation on user acceptance of SNA. Grounded on the uses and gratifications theory, the present study proposes and tests a model which shows the effects of social escapism motivation on user attitudes toward SNA as well as on their SNS banner ad-clicking behaviour.

scholarly journals Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective

2017 ◽  
Vol 20 (1) ◽  
pp. 19-47 ◽  
Author(s):  
Imran Anwar Mir
Keyword(s):  
Social Media ◽  
Social Network ◽  
University Students ◽  
Business Model ◽  
Online Social Network ◽  
Social Network Sites ◽  
Time Factors ◽  
User Acceptance

Abstract Social media has phenomenally changed the communication landscape. Particularly social network sites have received enormous popularity and user acceptance globally. The business model of many social network sites is based on advertising. The survival of these social network sites depends on the user acceptance of advertising appearing on these websites. Users usually accept the advertising which is consistent with their motivations for using social network sites. The current study examines the underlying dimensions of entertainment motivation for using social network sites and their impact on user acceptance of social network advertising. Analysis of data from 450 university students show entertainment motivation for using social network sites a multidimensional (SNSs) construct consisting of enjoyment, social escapism, relaxation and pass time factors. Furthermore, the results exhibit that SNSs entertainment motivation partially impacts user acceptance of social network advertising.

scholarly journals DIMENSIONALITY AND EFFECTS OF INFORMATION MOTIVATION ON USERS’ ONLINE SOCIAL NETWORK ADVERTISING ACCEPTANCE

2018 ◽  
Vol 58 (2) ◽  
pp. 174-187
Author(s):  
IMRAN ANWAR MIR
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Interaction ◽  
Information Seeking ◽  
Uses And Gratifications ◽  
Online Social Network ◽  
Social Network Sites ◽  
Multidimensional Model ◽  
Uses And Gratifications Theory ◽  
Marketing Literature

ABSTRACT Social media has produced substantial changes in the communication landscape. Online social network sites (SNS) grew as a common platform for online social interaction. SNS firms generate revenue from the advertising appearing on SNS. Their survival depends on users’ approval of such social network advertising (SNA). Marketing literature indicates that users accept advertising if it is consistent with their motivations for using social media. Information seeking is the most recognized SNS motivation. Yet, research on evaluating the influence of SNS information motivation on users’ approval of SNA is scarce. Based on SNS uses and gratifications theory, this study proposes a multidimensional model that shows the influence of SNS information motivation on users’ approval of SNA.

scholarly journals Awareness of Indirect Information Disclosure on Social Network Sites

2019 ◽  
Vol 5 (2) ◽  
pp. 205630511882419
Author(s):  
Ali Padyab ◽  
Tero Päivärinta ◽  
Anna Ståhlbröst ◽  
Birgitta Bergvall-Kåreborn
Keyword(s):  
Content Analysis ◽  
Social Network ◽  
Information Disclosure ◽  
Qualitative Content Analysis ◽  
Social Network Sites ◽  
General Introduction ◽  
Online Tools ◽  
User Attitudes ◽  
Cognitive Awareness ◽  
Indirect Information

This research investigates user awareness and attitudes toward potential inferences of information posted on social network sites (SNSs). The study reports how user attitudes change after exposure to inferences made based upon information they have disclosed on an SNS, namely, on Facebook. To demonstrate this, two sub-studies involving three focus group sessions were conducted with Facebook users. In the first sub-study, the users received a general introduction to information that can be inferred from posts by using a prototypical privacy-enhancement tool called DataBait. Then, the second sub-study allowed the users to witness the potential inferences of their own Facebook photos and posts by using the DataBait tool. Next, qualitative content analysis was conducted to analyze the results, and these showed that the participants’ attitudes toward privacy on SNSs changed from affective to cognitive when they became aware of potential inferences from actual information posted on their own Facebook accounts. The results imply that end users require more cognitive awareness regarding their genres of disclosure and the effect of their disclosures on their privacy. Moreover, as privacy awareness is contextual, there is a need for more research and development of online tools that will allow users to manage and educate themselves.

Determinants of user behaviour and recommendation in social networks

2014 ◽  
Vol 114 (9) ◽  
pp. 1477-1498 ◽  
Author(s):  
Rafael Curras-Perez ◽  
Carla Ruiz-Mafe ◽  
Silvia Sanz-Blas
Keyword(s):  
Social Networks ◽  
Social Network ◽  
Social Relations ◽  
Perceived Control ◽  
Structural Equation ◽  
Uses And Gratifications ◽  
Structural Equation Models ◽  
Uses And Gratifications Theory ◽  
Content Type ◽  
The Individual

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.

scholarly journals App features that fulfill parents’ needs in apps for children

2018 ◽  
Vol 6 (3) ◽  
pp. 367-389 ◽  
Author(s):  
Francette L. Broekman ◽  
Jessica Taylor Piotrowski ◽  
Hans W. J. Beentjes ◽  
Patti M. Valkenburg
Keyword(s):  
Young Children ◽  
Empirical Evidence ◽  
Technological Innovation ◽  
Uses And Gratifications ◽  
Qualitative Interviews ◽  
Uses And Gratifications Theory ◽  
Educational Content ◽  
Age And Gender ◽  
And Gender

When parents select apps for young children (3–7), they have particular needs. However, it is unclear how these needs might be fulfilled. Uses and gratifications theory predicts that specific features of apps can fulfill needs, but empirical evidence regarding the types of features that fulfill these needs is nonexistent. To address this gap, a multimethodological design was used. Qualitative interviews ( n = 20) revealed 23 features in children’s apps that parents believe are important. A subsequent survey ( n = 591) showed that parents want apps with (a) clear design; (b) tailorable, controllable, educational content; (c) challenges and rewards; and (d) technological innovation. Consistent with theory, analyses revealed that parents’ needs relate to these app features, but child’s age and gender play a key role in this relationship.

scholarly journals Motivations of youth audiences to content creation and dissemination on social network sites

2019 ◽  
Vol 25 (2) ◽  
pp. 915-933
Author(s):  
Mª Cruz López de Ayala López ◽  
Pedro Paniagua Santamaría
Keyword(s):  
Social Networks ◽  
Factor Analysis ◽  
Social Network ◽  
Young People ◽  
Social Network Sites ◽  
Uses And Gratifications Theory ◽  
Content Creation ◽  
Different Types ◽  
Very High ◽  
Different Levels

Young people show very high and intensive levels of social networks use. However, users have different levels of involvement as regards their degree of interactivity in these platforms. Supported by uses and gratifications theory and applying a factor analysis, the motivations that explain their participation in several profiles of social networks and differences between those who do and those who do not comment are analysed. Based on a self-administered survey of 461 young university students, the main conclusions include the diversity of nuances in the combinations of reasons that explain participation in different types of profiles on social networks; particularly worth highlighting are the similarities between profiles of NGOs and those of celebrities. Also of note is the tendency of users who comment on commercial, political, social and leisure profiles to display motivations linked to searching for information, being useful, influencing others, interacting and showing adhesion, depending on the sphere.

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