scholarly journals Konsekuensi Consumer Engagement: Iklan dan Konten Media Sosial Berfokus pada Konsumen Restoran Indonesia: Perspektif Uses and Gratification Theory

2021 ◽  
Vol 12 (2) ◽  
pp. 97-105
Author(s):  
Juliana Juliana ◽  
Amelda Pramezwary ◽  
Alicia Alicia ◽  
Daria Daria ◽  
Fenny Fenny ◽  
...  
Keyword(s):  
Social Media ◽  
Sampling Technique ◽  
Media Content ◽  
Consumer Engagement ◽  
Probability Sampling ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Study Results ◽  
Use Of Social Media

Abstrak Pada masa pandemi covid 19 ini kehadiran social media juga membangun pengaruh iklan dan konten di dalamnya untuk mempengaruhi konsumen restoran favorit di negara Indonesia dalam melakukan pembelian produk maupun jasa dan akan membangun consumer engagement. Sehingga, dalam pemasaran yang dilakukan oleh restoran tersebut pada saat ini juga memiliki dampak yang besar bagi keberlangsungan restoran untuk menarik konsumen yang ada demi menciptakan kestabilan pada restoran serta adanya waktu jangka panjang bagi restoran dalam melakukan ekspansi atau promosi terhadap perkembangannya tersebut. Kehadiran konsumen, merek, produk, serta layanan yang diberikan juga sangat penting bagi perkembangan restoran saat ini terutama yang mempengaruhi konsumen adalah dengan adanya informasi yang disebarkan di dalam content social media ataupun pengunaan iklan yang terdapat dalam restoran tersebut.  Tujuan penelitian untuk mengembangkan model konseptual consumer engagement melalui konten media sosial dan iklan. Teknik pengambilan sampel menggunakan kuesioner secara daring dengan teknik non probability sampling. Sampel dalam penelitian yang valid sebanyak 120 responden. Metode analisis data menggunakan PLS-SEM. Hasil penelitian membuktikan bahwa semakin tinggi penggunaan iklan dalam promosi maka semakin tinggi tingkat consumer engagement, begitu juga semakin tinggi penggunaan konten media sosial maka semakin tinggi tingkat consumer engagement yang dapat disimpulkan seluruh hipotesis didukung. Penelitian ini memberikan wawasan kepada manajer pemasar restoran mengenai cara memanfaatkan konten media sosial dan iklan media sosial dalam meningkatkan consumer engagement. Keyword : Content Social Media, Iklan, Consumer Engagement Consequences Consumer Engagement : Advertisement and Content Social Media Focusing on Restaurant Indonesia Consumers A Perspective Uses and Gratification Theory Abstract During the COVID-19 pandemic, social media also builds the influence of advertisements and content to influence consumers of favourite restaurants in Indonesia in purchasing products and services and will build consumer engagement. Thus, the marketing carried out by the restaurant at this time also has a major impact on the sustainability of the restaurant to attract existing consumers to create stability in the restaurant, and there is a long-term period for the restaurant to expand or promote its development. The presence of consumers, brands, products, and services provided is also significant for the development of restaurants today, especially those that affect consumers are the information disseminated in social media content or the use of advertisements contained in the restaurant. The research objective is to develop a conceptual model of consumer engagement through social media content and publicity—the sampling technique used online questionnaires with non-probability sampling techniques. The sample in the valid study was 120 respondents—data analysis method using PLS-SEM. The study results prove that the higher the use of advertising in promotions, the higher the level of consumer engagement, as well as the higher the use of social media content, the higher the level of consumer engagement, which can be concluded that all hypotheses are supported. This research provides insight to restaurant marketers on utilizing social media content and social media advertising to increase consumer engagement. Keywords: Social Media Content, Advertising, Consumer Engagement

scholarly journals Pengaruh Motif Mengakses Akun Video dalam Aplikasi Chatting terhadap Kepuasan Khalayak (Survei terhadap Generasi Milenial yang Menggunakan LINE TODAY)

Prologia ◽  
2020 ◽  
Vol 4 (2) ◽  
pp. 419
Author(s):  
Parousia Parousia ◽  
Riris Loisa
Keyword(s):  
Information Technology ◽  
Social Media ◽  
Data Collection ◽  
New Media ◽  
Sampling Technique ◽  
Media Theory ◽  
Probability Sampling ◽  
Purposive Sampling ◽  
Uses And Gratification ◽  
Uses And Gratification Theory

Humans who continue to communicate with other humans cause the spread and acceptance of information increasingly consciously or unconsciously. This also causes a lot of renewal in various fields of life, including information technology. Now, information are more easily and quickly accessed through various existing media, including through new media and social media. The study aims to determine the effect of motives for accessing video accounts in chat applications towards audience satisfaction. This research uses social media theory, new media, and uses and gratification theory. The approach used is quantitative. The sampling technique used was non probability sampling, purposive sampling with a sample of 100 respondents who are millennials who access video accounts in a chat application (LINE TODAY). The technique of data collection is done by distributing Google Forms questionnaires consisting of 18 indicators. The final result obtained are the closeness between the two variables included in the high criteria. And there is an influence between the two variables whose direction is said to be positive.Manusia yang terus menerus melakukan komunikasi dengan manusia lain menyebabkan persebaran dan penerimaan terhadap informasi semakin meningkat secara sadar maupun tidak disadari. Ini juga menyebabkan banyak pembaharuan di berbagai bidang kehidupan, tak terkecuali teknologi informasi.  Kini, informasi semakin mudah dan cepat diakses melalui berbagai media yang ada, termasuk melalui media baru dan media sosial. Penelitian bertujuan untuk mengetahui pengaruh motif mengakses akun video dalam aplikasi chatting terhadap kepuasan khalayak. Pendekatan yang digunakan adalah kuantitatif. Penelitian ini menggunakan teori sosial media, media baru, penggunaan dan kepuasan media. Teknik sampling yang digunakan adalah non probabilitas, yaitu teknik purposive sampling dengan sampel sebanyak 100 responden yang merupakan generasi milenial yang mengakses akun video dalam aplikasi chatting (LINE TODAY). Teknik pengumpulan data dilakukan dengan menyebarkan kuisioner Google Forms yang terdiri dari 18 indikator.  Hasil akhir yang diperoleh adalah keeratan antara dua variabel termasuk dalam kriteria tinggi. Serta terdapat pengaruh antara kedua variabel yang arahnya dikatakan positif.

scholarly journals Usage of Social Media Applications and Social Interaction Patterns among Teenagers

2020 ◽  
Vol V (IV) ◽  
pp. 147-160
Author(s):  
Abdul Rehman Qaisar ◽  
Maryam Shahid ◽  
Sajjad Ali
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Negative Relationship ◽  
Sampling Technique ◽  
Study Data ◽  
Interaction Patterns ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Use Of Social Media ◽  
Media Applications

The present finding aimed at studying "Usage of Social Media Applications and Social Interaction Patterns among Teenagers". Keeping in view the major concepts of the study, Uses and Gratification theory and Dependency theory is applied. In the current study, data were collected from the students of schools and colleges through the survey research method. A well-designed questionnaire is used for data collection. A purposive convenient sampling technique is used. A sample of 400 students is selected. The analysis of findings reveals that teenagers more frequently use WhatsApp (81%). Teenagers like Education-related content on social media applications (66%). The findings also reveal that teenagers agree that the use of social media applications has reduced Indoor Activities (79%). A correlation test is applied. The hypothesis of the study is that there is a negative relationship between times of using social media applications with content liking on social media applications. Times of using social media applications are negatively correlated with the reduction of Indoor Activities, Offline Friendship, Outdoor Activities and Sports.

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 Effects of the Usage of Social Media on Political Socialization of Youth

2020 ◽  
Vol 04 (01) ◽  
pp. 67-81
Author(s):  
Asim Razzaq ◽  
Sadaf Asif ◽  
Raza Waqas Ahmad
Keyword(s):  
Social Media ◽  
Digital Media ◽  
Voting Behavior ◽  
Political Socialization ◽  
Statistical Tests ◽  
Sampling Technique ◽  
Survey Method ◽  
Uses And Gratification ◽  
Political Motivation ◽  
Use Of Social Media

This research is conducted to explore how much social media involved in engaging Pakistani adolescents towards political socialization. In addition, how they are participating and what impact of their participation is reflecting on their political motivation, political behavior and voting tendency. It was tentative estimate that social media plays significant role in political socialization. To explore this prospect, Uses and Gratification school of thought were closer to this research, which questions about what are the purposes behind use of social media and what urges youth to use them? This theory also suggests that the usage of these social mediums vary from user to user where everyone has right to use these for their satisfaction. This study is grounded on quantitative analysis in which survey method is used with Non-probability sampling technique and respondents have been selected through convenient sampling to obtain a representative sample by using a sound judgment. The study explored the usage of media by gender and purpose. Moreover, the relation between social media and political socialization is also observed in this study. For this purpose, statistical tests are also applied on gathered data. It can be concluded that the usage of digital media in Pakistan politicize the youth and that affects the voting behavior of its users. As Pakistan is not considered suitable for demonstrations due to internal threats that’s why individuals could not participate physically. Therefore, most of the users share their views online because it is convenient and safest platform for them to reveal their concerns.

scholarly journals YouTube Preferences and Practices of Preadolescents: Findings From a Study Carried Out in Catalonia

2021 ◽  
Vol 39 ◽  
pp. 145-166
Author(s):  
Sue Aran-Ramspott ◽  
Maddalena Fedele ◽  
Jaume Suau
Keyword(s):  
Social Media ◽  
Qualitative Approach ◽  
Media Content ◽  
The West ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Television Use ◽  
The Media ◽  
Media Practices ◽  
Self Learning

Recent data confirm the central role that YouTube plays in the media life of young people in the west, and especially in the media practices of adolescents and preadolescents. This article presents a study on tweens’ YouTube preferences and media practices. The study was based on the uses and gratification theory and applied a quantitative-qualitative approach: a questionnaire was administered to 1,406 preadolescents (x = 12, 11 years-old) from 41 secondary schools, and three focus groups with six participants (three girls and three boys) each were carried out in three schools. The results reveal that the tweens participating in the study consider YouTube as a social media and a video catalogue. They especially like YouTube’s content, in particular entertainment (music and humour) and self-learning (tutorials); however, they generally dislike its interactive functions (e.g., sharing and commenting). Moreover, their media practices on YouTube reveal that tweens incorporate YouTube into their everyday media life within other social media, although they use it predominantly to consume media content in a “traditional”/“non-interactive” way, similar to traditional television use. Despite this they do not consider it as a “new” television. Finally, tweens in our study use YouTube especially for entertainment, and, on a second level, for self-learning and socialising functions. Further studies need to be carried out to go deeper into the prosumption possibilities for tweens’ both on YouTube and other social media.

scholarly journals RELATIONSHIP AMONG SOCIAL MEDIA USES, INTERNET MEDIATION AND POLITICAL PARTICIPATION IN PAKISTAN

2021 ◽  
Vol 9 (2) ◽  
pp. 43-53
Author(s):  
Munham Shehzad ◽  
Arshad Ali ◽  
Syed Muhammad Bilal Shah
Keyword(s):  
Social Media ◽  
Political Participation ◽  
Political Information ◽  
Power Dynamics ◽  
Chi Square ◽  
Political Activities ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Study Results ◽  
Social Media Platforms

Purpose of the study: This study explores the relationship between internet connectivity, social media usage, and political participation. Besides, assess the connection between political participation and vote casting behaviour on social media. Methodology: The researchers used the Uses and Gratification theory and adopted a quantitative method to collect people's views. A designed questionnaire disseminates among 375 male and female Gujrat and Chi-Square analyses conducted on respondents' data. Main Findings: The study's demographic findings reveal that most of the respondents belong to age 18-30 with BA/MA education. Students with single marital status use Facebook most of the time to get political information. The study results reveal that those who use social media platforms actively participate in political activities. Applications of this study: Pakistani people frequently use social media applications like Facebook and Twitter daily to discuss political information. Active social media participants play an important role in political activities and provoke others to participate in the voting process. Novelty/Originality of this study: Investigating the function of information technology in political practice will reinforce new democratic processes in economically developing countries such as Pakistan. The democratic system in Pakistan is not robust. Social media is experimenting with voter self-promotion and mobilisation to influence voters to change power dynamics in a politically motivated way.

The Use of Social Media in Searching for Information about Papua

2021 ◽  
Vol 13 (1) ◽  
Author(s):  
Cobaaa Cobaaaa
Keyword(s):  
Social Media ◽  
Qualitative Data ◽  
Political Issues ◽  
Face To Face ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Or Groups ◽  
History Of ◽  
The Media ◽  
Use Of Social Media

The use of social media in searching for information relating to conflict and political issues has become immensely crucial since in those domains the information appearing is often biased and dominated by certain parties or groups. One of the political information that has frequently emerged in Indonesia is about Papua. Papua is the longest problem in the history of Indonesia and that conversation has continued, especially in social media in the last three years.This study intends to examine the use of social media in searching for information about Papua. The Uses and Gratification Theory (UGT) is used in the study with a mixed method approach as both quantitative and qualitative data were concurrently utilized. Quantitative data obtained from a questionnaire distributed to 100 UPN "Veteran" students in Yogyakarta. While qualitative data from in-depth interviews with some sources. In conclusion, social media cannot be used as the only media for seeking information about Papua. Social media has a set of limitations requiring the audience to employ other means including face-to-face meetings through discussions. This is in line with UGT, which states that audiences actively choose the media based on their motivation, experience, and satisfaction. 

scholarly journals The Use of Social Media in Searching for Information about Papua

2020 ◽  
Vol 12 (2) ◽  
pp. 122
Author(s):  
Panji Dwi Ashrianto ◽  
Senja Yustitia
Keyword(s):  
Social Media ◽  
Qualitative Data ◽  
Political Issues ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Or Groups ◽  
The Media ◽  
Use Of Social Media ◽  
State Defense ◽  
Depth Interviews

<p><em>The use of social media in searching for information relating to political issues has become immensely crucial since in those domains the information appearing is often biased and dominated by certain parties or groups. One of the political information that has frequently emerged in Indonesia is about Papua. The significance of this research because Papua is a crucial problem in Indonesian history, and its conversation has continued, especially in social media. This study intends to examine the use of social media in searching for information about Papua. That is a novelty of research because no one has examined Papua in terms of the use of social media. The Uses and Gratification Theory is used in the study with a mixed method approach as both quantitative and qualitative data were concurrently utilized. Quantitative data obtained from a questionnaire distributed to 100 UPN "Veteran" Yogyakarta students. UPN was selected because they are a state defense campus and provide state defense material to students. While qualitative data from in-depth interviews with some sources. In conclusion, social media cannot be used as the only media for seeking information about Papua. Audiences actively choose the media based on their motivation, experience, and satisfaction.</em></p>

scholarly journals Social Media Use by the Rohingya Refugees in Bangladesh: A Uses and Gratification Approach

2019 ◽  
Vol 8 (1) ◽  
pp. 1
Author(s):  
Tania Nachrin
Keyword(s):  
Social Media ◽  
Sampling Technique ◽  
Refugee Crisis ◽  
Uses And Gratifications Theory ◽  
Income Source ◽  
Personal Story ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
Foreign Government ◽  
The World

The refugee crisis is one of the greatest problems in the world right now. Countries from both developed and developing parts of the world have faced this crisis for many years. Usually, refugees lost their home-relatives, income source and all meaningful aspects of life. Living in another country with the help of the foreign government and NGOs, the refugees spend a challenging time under many difficulties. This study concentrates on social media uses of the Rohingya refugees in Bangladesh under the light of uses and gratification theory. The purposive sampling technique used to collect the data. This study focuses on what are the main reasons for using social media, attitude toward social media, and lastingness on social media by the Rohingya refugees. Data has been collected from 37 Rohingya refugees ranging in age of 19 to 32 years, gendering both male and female. Results indicate that Facebook is the most preferred social media. The majority of them (37.8%) are using social media for one to two years, (43.2%) of them are most active on social media at 7-8 PM and spend four to five hours each day. 62.2% of the respondents have only one social media account. The majority (32.4%) of the Rohingya refugees are using social media for getting the latest news update, sharing an opinion (29.7%), communicating with family and friends (24.3%). 70.3% of respondents think social media is a positive thing, their favorite topics to see on social media are a personal story (51.4%), and political facts (32.4%).  Finally, findings support that many paradigms of uses and gratifications theory are met by the Rohingya social media users.

The Use of Social Media by the Botswana Government and Governance of Liquid Communication

Mousaion ◽  
2019 ◽  
Vol 37 (1) ◽  
Author(s):  
Tshepho Lydia Mosweu
Keyword(s):  
Social Media ◽  
Customer Service ◽  
Community Involvement ◽  
Media Content ◽  
Service Access ◽  
Communication Tool ◽  
African Countries ◽  
The World ◽  
The Government ◽  
Use Of Social Media

Social media as a communication tool has enabled governments around the world to interact with citizens for customer service, access to information and to direct community involvement needs. The trends around the world show recognition by governments that social media content may constitute records and should be managed accordingly. The literature shows that governments and organisations in other countries, particularly in Europe, have social media policies and strategies to guide the management of social media content, but there is less evidence among African countries. Thus the purpose of this paper is to examine the extent of usage of social media by the Botswana government in order to determine the necessity for the governance of liquid communication. Liquid communication here refers to the type of communication that goes easily back and forth between participants involved through social media. The ARMA principle of availability requires that where there is information governance, an organisation shall maintain its information assets in a manner that ensures their timely, efficient and accurate retrieval. The study adopted a qualitative case study approach where data were collected through documentary reviews and interviews among purposively selected employees of the Botswana government. This study revealed that the Botswana government has been actively using social media platforms to interact with its citizens since 2011 for increased access, usage and awareness of services offered by the government. Nonetheless, the study revealed that the government had no official documentation on the use of social media, and policies and strategies that dealt with the governance of liquid communication. This study recommends the governance of liquid communication to ensure timely, efficient and accurate retrieval when needed for business purposes.

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