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.

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.

Facebooking Alone? Millennials’ Use of Social Network Sites and Volunteering

2019 ◽  
Vol 49 (1) ◽  
pp. 203-217 ◽  
Author(s):  
Young-joo Lee
Keyword(s):  
Cohort Study ◽  
Social Network ◽  
Civic Engagement ◽  
Online Social Network ◽  
Social Network Sites ◽  
Positive Association ◽  
Prosocial Behaviors ◽  
Network Site ◽  
Facebook Use ◽  
Mixed Messages

The younger generation’s widespread use of online social network sites has raised concerns and debates about social network sites’ influence on this generation’s civic engagement, whether these sites undermine or promote prosocial behaviors. This study empirically examines how millennials’ social network site usage relates to volunteering, using the 2013 data of the Minnesota Adolescent Community Cohort Study. The findings reveal a positive association between a moderate level of Facebook use and volunteering, although heavy users are not more likely to volunteer than nonusers. This bell-shaped relationship between Facebook use and volunteering contrasts with the direct correlation between participation in off-line associational activities and volunteering. Overall, the findings suggest that it is natural to get mixed messages about social network sites’ impacts on civic engagement, and these platforms can be useful tools for getting the word out and recruiting episodic volunteers.

scholarly journals IMPACT OF SOCIAL NETWORK SITES IN THE LIFE OF UNIVERSITY STUDENTS: A CASE STUDY OF POKHARA UNIVERSITY, NEPAL

2021 ◽  
Vol 9 (4) ◽  
Author(s):  
Deepanjal Shrestha ◽  
Neesha Rajkarnikar ◽  
Deepmala Shrestha ◽  
Rojana Dhakal ◽  
Seung Ryul Jeong
Keyword(s):  
Social Network ◽  
University Students ◽  
Social Network Sites

scholarly journals Social Media Use and Innovations: Introduction to the Special Issue

2016 ◽  
Vol 3 (1) ◽  
pp. 1-3 ◽  
Author(s):  
Petter Bae Brandtzaeg ◽  
Asbjørn Følstad
Keyword(s):  
Social Media ◽  
Social Network ◽  
Civic Engagement ◽  
Media Use ◽  
Online Social Network ◽  
Special Issue ◽  
Social Media Use

This special issue on "Social media use and innovations" of the Journal of Media Innovation provides an engaging view into innovative uses of social media as well as approaches for utilizing social media in innovation.  With three papers included, we cover experiences with an online social network for children (Stephanie Valentine and Tracy Hammond), design by youth for youth in projects on social media for civic engagement (Henry Mainsah, Petter Bae Brandtzaeg, and Asbjørn Følstad), and social platforms for corporate and community innovation (Marika Lüders).

When Our Changing Society Meets the Social Media Era

2014 ◽  
pp. 1102-1112
Author(s):  
Efi A. Nisiforou ◽  
Andrew Laghos
Keyword(s):  
Social Media ◽  
Social Network ◽  
Technology Use ◽  
Social Network Sites ◽  
International Literature ◽  
Future Directions ◽  
The Social ◽  
Media Services ◽  
Media Research ◽  
Social Media Research

The rapid growth and the popularity of Social Network Sites (SNSs) are increasingly attracting the attention of millions of students for many different purposes. The chapter reviews the background of the current social media research in relation to the international literature and tackles the most important findings. The practical part of the chapter outlines the results of a survey on social media services. The findings provide real research evidence on online social technology use amongst university students. The chapter has educational and theoretical significance and shapes future directions for research on this issue. A compendium of terms, definitions, and explanations of concepts is clearly explained.

Using Social Network Sites for Library Services in Public Libraries

2018 ◽  
pp. 556-572
Author(s):  
Ashok Kumar ◽  
S. Thanuskodi
Keyword(s):  
Social Media ◽  
Social Network ◽  
Public Libraries ◽  
Social Network Sites ◽  
Library Services ◽  
Unique Role ◽  
Innovative Technologies ◽  
Library Users ◽  
Online Library

Social Network sites are one of the innovative technologies contributing libraries the opportunity to reach out to its patrons. Keeping library users up to date is the primary aim of every library, online library services taken the role successfully, and among them Social Network Sites plays the unique role to keep the patrons informative. In this chapter, we provide a study of an attempt to use social media to engage with public libraries. Also this chapter has come out with a testimony on library services and the challenges through FaceBook, Twitter and Weblogs.

The Matthew Effect in social media news use: Assessing inequalities in news exposure and news engagement on social network sites (SNS)

Journalism ◽  
2020 ◽  
Vol 21 (8) ◽  
pp. 1083-1098 ◽  
Author(s):  
Anna Sophie Kümpel
Keyword(s):  
Social Media ◽  
Social Network ◽  
Information Gain ◽  
Social Network Sites ◽  
Matthew Effect ◽  
Research Needs ◽  
Positive Effects ◽  
Current Events ◽  
The Matthew Effect ◽  
News Use

Social network sites such as Facebook and Twitter have become a key part of online users’ news diets. On social network sites, even individuals who are not motivated to seek out news are believed to be exposed to news posts due to the sharing activities of friends or inadvertently witnessing discussions about current events. Research on this incidental news exposure (INE) has largely focused on its potential for positive effects on information gain or political participation, while simultaneously turning a blind eye to the inequalities in news exposure and engagement. This article aims to address this issue by proposing and explicating the existence of a ‘Matthew Effect’ in social media news use. It is argued that INE research needs to consider the unequal chances to both be exposed to news on social network sites and to actually engage (i.e. read and interact) with ‘accidentally’ encountered news content.

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