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 How and why people are impolite in danmu?

2020 ◽  
Author(s):  
Jiayi Wang
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Focus Group ◽  
Uses And Gratifications ◽  
Focus Group Interview ◽  
Interview Data ◽  
Group Interview ◽  
Uses And Gratifications Theory ◽  
Video Sharing

Abstract This study explores how and why people are impolite in danmu. Danmu refers to anonymous comments overlaid on videos uploaded to video-sharing sites. Although there is wide recognition that impoliteness prevails in danmu, the questions of how and why people are impolite in this context have rarely been investigated. This study addresses this lacuna of research. Using both an analysis of comments identified as impolite by participants and an analysis of focus group interview data, this research identified seven impoliteness strategies, covering both conventionalised formulae and implicational impoliteness. By applying uses and gratifications theory, this study identified five uses and gratifications for performing impoliteness in danmu: social interaction, entertainment, relaxation, expression of (usually differing) opinions and finding connections. The dialectic of resonance and opposition that emerged from the data helped explain why impolite comments tended not to be perceived as inappropriate in danmu. Thus, this study contributes to the emerging research on impoliteness in social media.

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.

Pathways to political (dis-)engagement: motivations behind social media use and the role of incidental and intentional exposure modes in adolescents’ political engagement

2020 ◽  
Vol 45 (s1) ◽  
pp. 671-693 ◽  
Author(s):  
Raffael Heiss ◽  
Johannes Knoll ◽  
Jörg Matthes
Keyword(s):  
Social Media ◽  
Social Network ◽  
Information Seeking ◽  
Social Network Sites ◽  
Political Engagement ◽  
Online Engagement ◽  
The Social ◽  
Intentional Mode ◽  
The Relationship

AbstractBased on the Social Media Political Participation Model (SMPPM), this study investigates the relationship between four key motivations behind the use of Social Network Sites (SNS) and political engagement among adolescents. We collected our data in a paper-pencil survey with 15- to 20-year-old adolescents (N=294), a highly underexplored group, which is most active on social media. We theorize that adolescents’ user motivations are related to political engagement via two modes of exposure: The intentional mode, which is related to active information seeking, and the incidental mode, in which adolescents run into politics only by accident. We found that political information and self-expression motivations were positively related to political engagement via the intentional mode. By contrast, entertainment motivations were negatively related to offline, but not to online engagement via the incidental mode.

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.

Why we need to examine multiple social network sites

2016 ◽  
Vol 1 (4) ◽  
pp. 489-493 ◽  
Author(s):  
Airi Lampinen
Keyword(s):  
Social Media ◽  
Social Network ◽  
Social Interaction ◽  
Interpersonal Relationships ◽  
Social Network Sites ◽  
Identity Work ◽  
Privacy Management ◽  
The Cost ◽  
Interaction Change

The hyper-concentration of research on mainstream social media sites like Facebook and Twitter comes at the cost of lesser emphasis on, if not the exclusion of, other platforms and practices. How might our conceptualizations of social media and social interaction change if we were to explore a wider range of systems to enrich our theorizing? This piece considers three examples of how looking beyond the usual suspects may broaden our understanding of how social media sites play into privacy management, identity work, and interpersonal relationships. I argue that our theorizing of social media and the practices that surround them gains strength from exploring varied sites of study.

From Relationship to Information

2015 ◽  
pp. 241-258 ◽  
Author(s):  
Chen Yang ◽  
Louisa Ha ◽  
Gi Woong Yun ◽  
Lanming Chen
Keyword(s):  
College Students ◽  
Social Media ◽  
Social Network ◽  
Information Seeking ◽  
Online Social Network ◽  
Relationship Management ◽  
Network Size ◽  
Social Network Size ◽  
Usage Patterns ◽  
Online Activities

By measuring social media users' online activities in terms of information broadcasting, information seeking and relational maintenance, this chapter aimed at investigating how college students' SNS usage patterns may affect their online social network sizes. Statistics in this chapter suggested that more information seeking leads to more Twitter followings while more information broadcasting results in a larger size of Twitter followers. The frequency of relationship management, however, did not predict students' social network size on either Twitter or Facebook. Implications of the study were discussed.

scholarly journals FACEBOOK ADVERTISING AND ONLINE PURCHASING DECISIONS: AN ANALYSIS OF THE USES AND GRATIFICATIONS THEORY

2021 ◽  
Vol 3 (7) ◽  
pp. 10-23
Author(s):  
Muthu Rajan Pragash ◽  
Mi Lyn Fong ◽  
Siew Mun Ng ◽  
Seow Sian Kok ◽  
Shen Yi Liew
Keyword(s):  
Social Media ◽  
Information Seeking ◽  
Quantitative Research ◽  
Uses And Gratifications ◽  
Theory Approach ◽  
Strong Positive Correlation ◽  
Purchasing Decisions ◽  
Uses And Gratifications Theory ◽  
Social Media Platforms ◽  
Media Platform

Nowadays, social media has provided new opportunities for online shopping that benefit both consumers and marketers. Most of the sellers who sell products or services on their personal social media platforms are facing the issue of figuring what are the aspects that could influence consumers in their decisions to purchase products or services from the sellers, especially young adults who are active in social media platform. Interpersonal utility, information seeking, entertainment, passing time, and convenience are the five factors employed in examining the influence toward student’s purchasing decisions, in-line with the Uses and Gratifications Theory approach. The quantitative research method has been employed in this study. The data was collected from 309 undergraduates from a private university in Malaysia. The study revealed a strong positive correlation between all five independent variables and the dependent variables. The factor with the strongest correlation is convenience. This study would provide useful insights to Facebook’s personal sellers to promote their products or services in a better way to target their potential customers effectively.

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.

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