scholarly journals Investigation of the Relationship between Influencers and Generation Z in the Context of Uses and Gratifications Theory

2021 ◽  
Author(s):  
Deniz YAMAN ◽  
Ömer ÇAKIN
Keyword(s):  
Uses And Gratifications ◽  
Uses And Gratifications Theory ◽  
Generation Z ◽  
The Relationship

Cinematic Entertainment

2021 ◽  
pp. 557-582
Author(s):  
Maite Soto-Sanfiel
Keyword(s):  
Young People ◽  
Cultural Study ◽  
Uses And Gratifications ◽  
Cross Cultural ◽  
European Countries ◽  
Communication Research ◽  
Cross Cultural Study ◽  
Global Increase ◽  
The Impact ◽  
The Relationship

Despite claims that “cinema is dead” or that it only interests nostalgic old-timers, statistics indicate a global increase in theater attendance. Not only is moviegoing still one of the favorite forms of entertainment, but it especially appeals to young people. Moreover, communication research seems to have neglected cinema, but the relationship between modern-day teenagers and the silver screen needs to be observed. This chapter reports the results of a cross-cultural study based on the uses and gratifications paradigm with youngsters from eight European countries. It presents their cinematographic uses and consumption, their motivations for going to the movies, and their preferences and conceptions regarding different movie traditions. The study also performs cross-cultural contrasts to reveal more about the impact of regional, national, and global forces on the psychological relationship between today’s teenagers and cinema.

The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

2021 ◽  
Vol 4 (2) ◽  
pp. 111-123
Author(s):  
Dewi Tamara ◽  
Lidiya Heriyati ◽  
Tsabita Hanifa ◽  
Michelle Carmen
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Convergent Validity ◽  
Discriminant Validity ◽  
Brand Image ◽  
Public Awareness ◽  
Daily Basis ◽  
Purchase Intentions ◽  
Generation Z ◽  
The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.  

scholarly journals Impacts of Gratifications on Consumers’ Emotions and Continuance Use Intention: An Empirical Study of Weibo in China

2018 ◽  
Vol 10 (9) ◽  
pp. 3162 ◽  
Author(s):  
Ives Gogan ◽  
Ziqiong Zhang ◽  
Elizabeth Matemba
Keyword(s):  
User Satisfaction ◽  
Uses And Gratifications ◽  
Theoretical Background ◽  
Emotional States ◽  
Continuance Intention ◽  
Uses And Gratifications Theory ◽  
Emotional Commitment ◽  
Use Of Social Media ◽  
Individual Use

Recently, several studies on information systems have applied the Uses and Gratifications theory to investigate individual use of social media, and have reported the role of different gratifications in predicting users’ behaviors. However, no attention was given to the influence of these gratifications on users’ emotional states (satisfaction and emotional commitment). To address this research gap, the current study integrates the Uses and Gratifications theory and the Stimulus-Organism-Response theory to provide a theoretical background for the impacts of gratification on consumers’ emotional states and continuance use intention. The study has proposed a theoretical model that was tested on data collected from 252 Sina Weibo users in China. The results revealed that social gratification is the most important factor influencing users’ satisfaction and emotional commitment. In addition, we report the roles that user satisfaction and emotional state provide in predicting users’ continuance intention. The theoretical and practical implications of the proposed theory are also discussed.

scholarly journals MEDIA SOSIAL BROADCAST SEBAGAI MULTIMEDIA TERINTEGRASI INDUSTRI KREATIF BAGI DIGITAL NATIVE GENERASI Z

2021 ◽  
Vol 10 (1) ◽  
pp. 25
Author(s):  
Eko Hadi Prayitno ◽  
Nurul Giswi Karomah ◽  
Badriyah Badriyah
Keyword(s):  
Social Media ◽  
Quantitative Research ◽  
Creative Industry ◽  
Digital Native ◽  
Integrated Development ◽  
Digital Indicator ◽  
Research Journal ◽  
Generation Z ◽  
Use Of Social Media ◽  
The Relationship

<p><em>This study aims to determine the Z generation digital native of Instagram social media account owners with public features that have a tendency to develop integrated account owners, through the use of multimedia broadcasts and the potential to promote visual works in the creative industry. The data collection period was observed by observing the posting of the respondent's portfolio on the feed from May - September 2020. The research design was correlational quantitative research between the Characteristics of Generation Z (X1), Social Media Broadcast (X2) and Creative Industry Integrated Development Multimedia (Y) variables. The purpose of this study was to determine the relationship between the ability of Generation Z Characteristics in processing learning outcomes with the use of social media. Broadcast is integrated into a part of promoting portfolios in Creative Industry Integrated Development. Research data from a population of 180, of which there are 91 generation Z, and 20 accounts with Digital Native characteristics with public settings, taken as the research sample. The results obtained 1) Generation Z tends to have Digital Native Characteristics obtained as much as 84%, 2) Generation Z tends to have digital native characteristics that carry out the activity of Social Media Broadcast as much as 84%, 3) There is a native digital indicator of Generation Z doing Integrated Creative Industry Development for 88%. 4) Producing an accredited national publication research journal indexed.</em><em></em></p><p><strong><em>Keywords</em></strong><em>:             Sosial Media broadcast, Multimedia, Creative Industry, Digital Native, Z Generation</em></p>

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.

Boys in the Booth: The Impact of Announcer Gender on Audience Demand

2020 ◽  
Vol 21 (6) ◽  
pp. 610-627
Author(s):  
Ryan Rogers
Keyword(s):  
Hostile Sexism ◽  
Uses And Gratifications Theory ◽  
Sporting Event ◽  
Difficult Time ◽  
Dependent Variables ◽  
Gender Impacts ◽  
The Impact ◽  
Women In Sports ◽  
The Relationship

This study provides an experiment to examine whether announcer gender impacts audience demand. With special attention to literature detailing the role of women in sports, sports economics, as well as uses and gratifications theory, this study provides an experiment wherein participants watched a sporting event announced by a man or a woman. Afterward, the participants responded to questions regarding their attitudes toward the sporting event they watched. Overall, the male announcer engendered greater feelings of enjoyment and lower feelings of cognitive load than the female announcer. Feelings of autonomy and hostile sexism also played a significant role in mediating the relationship between independent and dependent variables. This study is diagnostic such that it provides empirical evidence that women will have a more difficult time succeeding in this labor market. Also, this study provides noteworthy areas for content producers to focus on in order to increase demand for a product.

Perception, Adoption, and Pattern of Usage of FinTech Services by Bank Customers: Evidences from Hojai District of Assam

2020 ◽  
Vol 6 (1) ◽  
pp. 7-22
Author(s):  
Ankita Das ◽  
Debabrata Das
Keyword(s):  
Baby Boomers ◽  
Financial Institutions ◽  
Generation X ◽  
Financial Services ◽  
Digital Transformation ◽  
Financial Inclusion ◽  
Global Average ◽  
Demographic Profiles ◽  
Generation Z ◽  
The Relationship

With the advent of technology, banking and financial services have widened their scope. India achieved FinTech adoption rate of 87 percent as against the global average of 64 percent mostly contributed by FinTech startups aiming for providing access to financial services even in the remotest areas. Realizing the potential of FinTech to contribute toward financial inclusion and stability, the Governments have taken requisite steps toward digital transformation and promote FinTech ventures. In order to meet the customers’ needs, collaborative moves with FinTech firms have been initiated by financial institutions as well. This article aims to investigate the relationship between different demographic profiles, the adoption of FinTech services, the perception, user pattern, and constraints faced by the bank customers in using FinTech services. The results based on survey of 215 respondents reveal significant association between usage of FinTech services and different demographic profiles. However, the awareness and use of such services is found more among millennials and generation Z as compared with generation X and baby boomers. While the FinTech companies gained the popularity in payment space, it is observed that misconception is an important factor that hinders the growth of technology-based services among respondents.

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