scholarly journals User Motive Factors: The Rudiments to Email Satisfactory Communication

2021 ◽  
Vol 37 (1) ◽  
pp. 396-418
Author(s):  
Chinedu Eugenia Anumudu ◽  
◽  
Megat Al Imran Yasin ◽  
Akmar Hayati Ahmad Ghazali ◽  
Syed Agil Alsagoff ◽  
...  
Keyword(s):  
Quantitative Research ◽  
Academic Staff ◽  
Two Dimensions ◽  
Usage Pattern ◽  
Direct Effects ◽  
Virtual Communication ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
The Social ◽  
Usage Patterns

Our study aims to evaluate if user motive factors, comprising; cognitive needs, social integrative needs, and personal integrative needs might influence email satisfactory communication among South-East Nigerian academic staff. The study was proposed because empirical evidence has proven these user motive factors as effective elements of the uses and gratification theory; capable of influencing satisfactory communication on other virtual communication media. However, past studies appeared little or no consideration has been explicitly given towards integrating them on email interaction related-study to attest them. Therefore, this study was conducted via a quantitative research method because it required hypotheses testing to infer the outcomes and generalize them to the targeted population. Regarding the key findings of the study, it showed that South-East Nigerian academic staff email usage patterns differed from one another. However, the salient email usage pattern established that almost the majority of them mostly prefer using their email addresses to the official ones. Furthermore, the direct effects relationships demonstrated that only two dimensions of user motive construct had significant direct effects on email satisfactory communication. Whilst the social integrative needs had no significant direct effects. Nonetheless, personal integrative needs contributed most to email satisfactory communication. Conclusively, it is recommended that South-East Nigerian academic staff and other email users should mostly consider personal integrative needs and cognitive needs if they intend to achieve email satisfactory communication. The outcomes of our study further contributed to the virtual media satisfactory communication domain, especially the asynchronous ones. Keywords: Email usage patterns, satisfactory communication, asynchronous virtual communications, user motive factors, South-East Nigerian academic staff.

Cognitive needs and use of social media: a comparative study of gratifications sought and gratification obtained

2020 ◽  
Vol 48 (2) ◽  
pp. 79-90
Author(s):  
Ashfaq Hussain ◽  
Ghulam Shabir ◽  
Taimoor-Ul-Hassan
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Media Use ◽  
Social Media Use ◽  
Content Type ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Information Professionals ◽  
Use Of Social Media ◽  
Information Comprehension

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.

scholarly journals Pengaruh Penggunaan Media Terhadap Hasil Kreatif Produksi Variety Show Mission X Trans TV

2019 ◽  
Vol 10 (1) ◽  
pp. 77-82
Author(s):  
Rosiana Andhikasari
Keyword(s):  
Quantitative Research ◽  
Media Content ◽  
The Public ◽  
Production Team ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Public Production ◽  
Variety Show ◽  
Creative Production

Abstract  - This study is aimed to investigate the effect of media uses  towards the result of creative production of variety show Mission X Trans TV on resident of Perumahan Griya Permata Asri Tulungagung, East Java. Sub variable of media uses such as frequency, intensity, duration, media content, the individual’s relationship with media. Related literature used in this research is uses and gratification theory. This research belongs to quantitative research. Sample employed here is 78 resident of Perumahan Griya Permata Asri Tulungagung, East Java. In gathering the data, questionnaire is used and the result is counted by using likert scale. Moreover, to make the data valid, some tests are also used. They are validity test and reliability test. Furthermore, the data are analyzed by using double linier regression analysis. From the results of data analysis and discussion it was found that the variable  of media uses (X), have a significant effect on creative production (Y). The contribution of media uses amounted to 45,7%, the remaining approximately influenced by other factors besides these variable. The existence of a good escapits needs effect of resident perceives the success of production team of Mission X Trans TV. To obtain a positive perception of the public, production team of Mission X Trans TV must improve the quality of program television.  Keywords: media uses, creative production, variety show

scholarly journals The New Normal: Social Media’s Novel Roles and Utilisation

J-IKA ◽  
2020 ◽  
Vol 7 (1) ◽  
pp. 25-32
Author(s):  
Rety Palupi ◽  
Mincho Slavov
Keyword(s):  
Social Media ◽  
Business Community ◽  
New Normal ◽  
Significant Growth ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
The Social ◽  
The Relationship

In the last decade social media has seen a significant growth and influence that reached an unprecedent levels during the COVID-19 pandemic. This research aims to identify and validate the new roles and way social media can be utilised in the era of New Normal. In addition, the relationship between social media and the new normal will be explored in the light of the post COVID-19 protocols by applying uses and gratification theory. The authors argue that new normal is offering unique possibilities for development and expanding the social media features, functions and way of use. This research provides both academics and the business community with a comprehensive and up-to-date knowledge about the increasing influence of social media on people’s lifestyle.

scholarly journals THE ROLE OF SOCIAL MEDIA IN ENHANCING ENTREPRENEURSHIP SKILLS AMONG NIGERIAN YOUTHS: COVID-19 TOTAL LOCKDOWN AND POST ERA

2021 ◽  
Vol 4 (1) ◽  
Author(s):  
Obiajulu Joel Nwolu
Keyword(s):  
Social Media ◽  
Category Theory ◽  
Service Providers ◽  
Internet Service ◽  
Internet Connectivity ◽  
Anambra State ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
The Social

The study explored the roles of social media in enhancing the acquisition of entrepreneurship skills among Nigerian youths, retrospectively during the COVID-19 lockdown of 2020 and now, its post era. The study was guided by the uses and gratification theory as well as the social category theory. Using the triangulation method, a total of 10 social media influencers were interviewed while 2000 copies of questionnaire were administered to respondents within Anambra State. Findings revealed that 71. 4% of respondents acquired skills on social media during the lockdown with YouTube, Facebook and Instagram as the main media for these acquisitions. While further research is recommended in this area, however, there is a need for Government to provide appropriate infrastructure for better internet connectivity and also subsidize data costs by reducing the taxation of internet service providers. Furthermore, since it has been found that youths are the most active users of social media in Nigeria, in addition to the provision of grants and low-interest loans, Government should use these same social media for sensitization and orientation all geared towards effective youth productivity.

scholarly journals Has Blog Reader–Focused Research Evolved?

SAGE Open ◽  
2020 ◽  
Vol 10 (4) ◽  
pp. 215824402096878
Author(s):  
Adeola Abdulateef Elega ◽  
Bahire Efe Özad ◽  
Felix Oloyede ◽  
Olabola Taye Omisore ◽  
Omar Abu Arqoub
Keyword(s):  
New Media ◽  
Quantitative Research ◽  
Computer Mediated Communication ◽  
The United States ◽  
Mediated Communication ◽  
Quantitative Research Methods ◽  
Political Blogs ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Online Library

For many years, researchers interested in the blogosphere have collectively acknowledged the lack of scholarly attention into the role of blog readers in the blogging activity. While many pioneering studies as well as new studies have highlighted the rising potential of this field, there has been no systematic examination of the growth or lack thereof of this field. As a result, this article reviews blog reader–focused research between 2008 and 2018 through a content analysis of blog reader–focused research articles obtained from seven databases: EBSCO’s Academic Search Complete, JSTOR, EBSCO’s Communication & Mass Media Complete, SAGE Journals, Elega’s Chronological Arrangement of Blog Readership Research, Wiley Online Library, and Taylor and Francis. We also identified the methods, theories, geospatial concentration, and journals that published these articles. Findings show that although at least one article was published each year with a peak of six in 2013 and 2015, blog reader–focused research has not really evolved given that concentration has tremendously decreased in the last 3 years (2016–2018). Regarding genres, we learnt that the majority of articles focused on political blogs, and most of the studies adopted quantitative research methods and survey as a data collection method. The results also show that blog reader–focused studies published between 2008 and 2018 used Uses and Gratification Theory more than other theories, and the majority of these articles focused on blogs in the United States. Journal of Computer-Mediated Communication, New Media &Society, and Computers in Human Behavior published more blog reader–focused research than other journals.

scholarly journals Social Media and Youth: Uses, Problems, and Prospects in Southern Punjab (Pakistan)

2019 ◽  
Vol IV (I) ◽  
pp. 138-146
Author(s):  
Muhammad Bilal Nawaz ◽  
Abdul Wajid Khan
Keyword(s):  
Social Media ◽  
Social Interactions ◽  
Sampling Technique ◽  
Demographic Characteristics ◽  
Data Collection Tool ◽  
Media Usage ◽  
Uses And Gratification ◽  
The Social ◽  
Significant Difference ◽  
Usage Patterns

The current study aimed to explore and investigate the social media uses and gratifications among the youth of Southern Punjab with regard to problems and prospects. The researcher aimed to investigate the social media usage behavior, preferences, gratification,and motives of the youth aged between 17-25 years to measure the prospects and problems of social media usage patterns. It was also measured that the level of impact of social media on social interactions, on religious information and level of trust and reliability over the information provided by social media websites. A survey research design has been utilized as a data collection tool. A total of 1200 respondents were selected by purposive sampling technique from the three selected districts. The results supported both theories Uses and Gratification and Social Learning as there was significant difference in usage patterns among youth belonging to different socio-demographic characteristics.

The impact of social media platforms on book marketing and advertising : a case of selected South African authors

2020 ◽  
Vol 3 (2) ◽  
pp. 43-60
Author(s):  
Selaelo John Mabeba
Keyword(s):  
Social Media ◽  
South African ◽  
Primary Data ◽  
Target Market ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
The Social ◽  
Social Media Platforms ◽  
The Right ◽  
The Impact

Authors use social media platforms to reach out to potential readers. Social media play an important role in book marketing and advertising and is convenient for meeting authors' goals of finding a wide target market in a short space of time. In light of this, this paper assessed the impact of social media platforms (Facebook, Twitter, Instagram and WhatsApp) on marketing and advertising books: poetry, fiction, and non-fiction. The paper emanates from an empirical study undertaken to establish whether such platforms do guarantee optimum sales for authors. The paper is grounded on the Uses and Gratification Theory (UGT) that explains the different reasons that inspire social media users to choose certain media to satisfy their specific needs. These needs develop out of the social territory. The theory states that receivers select the types of media and media content to fulfil their needs. UGT links the need for gratification to a specific medium choice that rests with the audience member. As a result, a qualitative method was used with an unstructured questionnaire to collect primary data. The findings show that authors have a challenge in terms of identifying the right target market on their social media accounts. The findings further show that social media platforms do not necessarily guarantee sales; instead, they are crucial for creating awareness.

The Adoption and Usage of Smartphone Media Technologies as A Source of News by Egyptian University Students

2019 ◽  
Vol 10 (3) ◽  
pp. 35-53
Author(s):  
Hamza Saad Mohamed Saad
Keyword(s):  
University Students ◽  
Research Methodology ◽  
Quantitative Research ◽  
General Information ◽  
Uses And Gratification ◽  
Media Technologies ◽  
Uses And Gratification Theory ◽  
Current Affairs ◽  
The University ◽  
Rich Countries

This study examines the adoption and use of smartphones as a source of news by Egyptian university students. The study was applied on a random sample of 400 university students, whom already have smartphones. This study was guided by the uses and gratification theory to explore the use of smartphones among university students as a news resource. The study used quantitative research methodology in the form of a survey. Information was collected using a self-administrated questionnaire between March 2018 and April 2018. Findings showed that although Egypt is not one of the oil-rich countries, most of the university students are heavy smartphone users and the vast majority (87.5%) of them are accessing news via their smartphones. More importantly, the findings revealed that university students mainly used smartphones to get general information (47.5%), Egypt's news (37.5%), entertainment (29.25%) and follow world's news (27.75%). Finally, findings showed that (70%) of students use their smartphones to follow current affairs, while 67.5% said that smartphones helpe them to communicate with their friends.

scholarly journals Social and Conventional Media Patronage Among University Students: A Comparative Study

2019 ◽  
Vol 2 (2) ◽  
Keyword(s):  
Social Media ◽  
Media Influence ◽  
Accurate Information ◽  
Media Audiences ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
The Social ◽  
Nature Play ◽  
The Media ◽  
Almost All

The study was conducted to comparatively analyze the patronage of social and conventional media among students; a case study of University of Maiduguri. The study is significant because it helped in unveiling the paradigm shift in respect of social and conventional media patronage. The objectives of the study are to examine the level of patronage of conventional and social media by students of University of Maiduguri, to find out the reasons for the preference of either social or conventional media by University of Maiduguri students, to determine the reliance of the students on either social media or conventional media. Uses and gratification theory was adopted as philosophical guide. Survey was the research method used, with questionnaire as instrument that was purposively distributed among 200 respondents. The survey established that patronage of media (either social or conventional) among students is absolutely positive. Simply put, every student patronizes either social or conventional media. Social media has higher level of patronage compared to the conventional media among the students and their patronage. There is high commitment of the students to the type of media they patronize. According to this finding, the higher number obtained from patronage of social media influence level of commitment in this finding. This further means that degree of patronage of social media is higher than conventional media. The amount of time audience allocates to the patronage of media either social or conventional is huge. This finding is also influenced by the first finding regarding the number of those that patronize conventional and social media. This means the amount of time spent on social media is higher than the conventional media by the students. There is exorbitant preference to the social media than conventional media. There is still significant number of audience who prefer the conventional media to social media. Audiences prefer conventional media because of accuracy and reliability of information. Professionalism and standard in ethics, spelling and grammar are also influential reason on their preference of conventional media. Audiences prefer social media for instant messages and updates found on the platforms. However, interactivity and participatory nature play significant role on their preference of social media. Each of the media influence its audience based peculiar characteristic and features which pilot the level of patronage. Because some like more interactivity and participation, the social media is waxing strong in this respect while the conventional media keep soaring higher among those who prefer reliable and accurate information that been professionally verified. Most of the audiences rely on information they receive from the social media even though significant number (39.5%) still doubt the reliability of such information. Almost all audiences rely on conventional media. The number (6%) of those who do not rely on such information is less or no significance. The degrees of reliance vary across the audience.

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