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

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.

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Hate Speeches on Twitter and Facebook in South Asia: A Case Study Of Malala Yousufzai

Pakistan Journal of International Affairs ◽

10.52337/pjia.v4i1.124 ◽

2021 ◽

Vol 4 (1) ◽

Author(s):

Saba Naz, Dr. Muhammad Osama Shafiq

Keyword(s):

Social Media ◽

South Asia ◽

Quantitative Research ◽

Large Scale ◽

Hate Speech ◽

Radical Change ◽

Quantitative Research Methods ◽

Social Media Platforms ◽

Media Platform

Nowadays social media platforms have become a medium that allows people to post anything they wish. Since the time internet grew, a radical change has been discerned in society. With the emergence of social media sites, many challenges also thrived in the society that took the society into interesting and alarming ways altogether. As time is passing as technology is intensifying new forms of hate, abuse, bullying, and discrimination are also increasing in society. It can be said that digital technology is reshaping coercion based on caste, color, gender, race, culture, likes, dislikes. Many societies are concerned with this problem of growing hate speeches on social media but no proper barrier on these sites has been seen to prevent hate discourses. This study examined the attitudes of social media users including Facebook and Twitter over the incident of Noble Prize laureate Malala Yousufzai, a young activist who worked and spoke for the educational rights of girls who were born in Swat valley. She spoke against this erroneous system that didn’t allow girls to gain education and became a prominent member of society at the little age of 14. She was shot by Taliban and then a controversy started against her, some people admired her and she became a celebrity all over South Asia while an extreme amount of criticism was also seen against her incident. Through this study, we aim to understand the abundance of hate speech on Facebook and Twitter in South Asia by using Qualitative and Quantitative Research Methods. For that purpose we took the case study method and provide a large-scale measurement and analysis of different hashtags used during the case of Malala on the social media platform. To achieve the objective of our research, we amassed Tweets and Facebook posts posted since the year 2011 till now related to this case. This article identifies numerous forms of hate speeches on social media that are arising in South Asia and altering the minds of people using social media, it is also guiding how to abate hate speeches that are delivered on social media with particular hashtags on various incidents and matters. The collected data revealed that hate speech has become a social problem with substantial inimical effects in societies. This study explains that social media should be utilized to benefit mankind positively and gently.

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"Hands Up, Don't Shoot": College Students, Social Media and the #BLACKLIVESMATTER Movement

Concordia Journal of Communication Research ◽

10.54416/wlhv4204 ◽

2016 ◽

Vol 3 ◽

Author(s):

Spencer Hall ◽

Sam Baucham ◽

Tim Harris

Keyword(s):

College Students ◽

Social Media ◽

Uses And Gratifications ◽

Information Gathering ◽

Uses And Gratifications Theory ◽

Shared Information ◽

Social Media Platforms ◽

Share Information

This study focused on how college students are using social media in the #Blacklivesmatter movement. There have been several socially galvanizing events surrounding the #Blacklivesmatter movement that have led to many people to turn to social media to voice their opinions, share information and debate different ideas. This study specifically focused on college student’s involvement on social media surrounding these events. The data suggests that Facebook was overwhelmingly the main choice for participants to gather information about this movement. While college students are gathering information about the #Blacklivesmatter movement on social media, the data suggests that participants rarely posted or shared information about the movement on their personal social media platforms. The study addressed how the Uses and Gratifications theory helps explain why people may or may not use social media for the purpose of news/information gathering.

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DIMENSIONALITY AND EFFECTS OF INFORMATION MOTIVATION ON USERS’ ONLINE SOCIAL NETWORK ADVERTISING ACCEPTANCE

Revista de Administração de Empresas ◽

10.1590/s0034-759020180206 ◽

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.

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USING SOCIAL MEDIA FOR POLITICAL CAMPAIGN COMMUNICATION AND ITS IMPACT ON POLITICAL POLARIZATION AMONG YOUTHS IN UGANDA

International Journal of Politics, Public Policy and Social Works ◽

10.35631/ijppsw.39003 ◽

2021 ◽

Vol 3 (9) ◽

pp. 17-43

Author(s):

Faiswal Kasirye

Keyword(s):

Social Media ◽

Political Communication ◽

Uses And Gratifications ◽

Political Polarization ◽

Survey Method ◽

Political Campaign ◽

Uses And Gratifications Theory ◽

Media Usage ◽

Social Media Platforms ◽

Campaign Communication

The current study is aimed at examining the use of social media for political communication and its impact on the political polarization of youths in Uganda. The study specifically focuses on determining social media platforms that are often used by youths in Uganda, find out the levels of social media usage, political campaign communication, and political polarization among youths in Uganda as a result of social media usage. Lastly, the study also focuses on determining the relationship between social media platforms, social media usage, political communication, and political polarization amongst youths in Ugandans. The study adopts the uses and gratifications theory to help in guiding the study and explaining the available relationships between the variables of the study. A quantitative research design and survey method with a questionnaire as the tool for data collection were used in this study. 192 valid responses were extracted from youths residing in Kampala and Wakiso districts in Uganda as the respondents of the study. The findings of the study reveal that youths in Uganda often use Facebook, WhatsApp, Twitter, and Instagram while looking for political-related information to help them form a decision on who to give their support in the election. In addition, the study also reveals that the more the youths look for such political information, the more they become polarized because all the politicians just feed them with information that is divisive and there exists a huge amount of hatred as a result of the consumption of such information on the Ugandan internet space. The uses and gratifications theory is also supported in the study.

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Playing platformized language games: Social media logic and the mutation of participatory cultures in Chinese online fandom

New Media & Society ◽

10.1177/14614448211059489 ◽

2021 ◽

pp. 146144482110594

Author(s):

Yiyi Yin ◽

Zhuoxiao Xie

Keyword(s):

Social Media ◽

Language Games ◽

Speech Community ◽

Form Of Life ◽

Fan Communities ◽

Speech Communities ◽

The Social ◽

Social Media Platforms ◽

Media Platform ◽

Media Logic

This study discusses the shifting dynamics of fan participatory cultures on social media platforms by introducing the concept of “platformized language games.” We conceive of a fan community as a “speech community” and propose that the language and discourses of fan participatory cultures are technological practices that only make sense in use and interactions as “games” on social media platform. Based on an ethnography of communication on fan communities on Weibo, we analyze the technological-communicative acts of fan speech communities, including the platformized setting, participants, topics, norms, and key purposes. We argue that the social media logic (programmability, connectivity, popularity, and datafication) articulates with fans’ language games, thus shifting the “form of life” of celebrity fans on social media. Empirically, fan participatory cultures continue to mutate in China, as fan communities create idiosyncratic platformized language games based on the selective appropriation of the social media logics of connectivity and data-driven metrics.

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Customer Experience: Extracting Topics From Tweets

International Journal of Market Research ◽

10.1177/14707853211047515 ◽

2021 ◽

pp. 147078532110475

Author(s):

Manit Mishra

Keyword(s):

Social Media ◽

Customer Service ◽

Latent Dirichlet Allocation ◽

Online Shopping ◽

Customer Experience ◽

Process Failure ◽

Shopping Experience ◽

Social Media Platforms ◽

Media Platform ◽

Moments Of Truth

The ubiquity of social media platforms facilitates free flow of online chatter related to customer experience. Twitter is a prominent social media platform for sharing experiences, and e-retail firms are rapidly emerging as the preferred shopping destination. This study explores customers’ online shopping experience tweets. Customers tweet about their online shopping experience based on moments of truth shaped by encounters across different touchpoints. We aggregate 25,173 such tweets related to six e-retailers tweeted over a 5-year period. Grounded on agency theory, we extract the topics underlying these customer experience tweets using unsupervised latent Dirichlet allocation. The output reveals five topics which manifest into customer experience tweets related to online shopping—ordering, customer service interaction, entertainment, service outcome failure, and service process failure. Topics extracted are validated through inter-rater agreement with human experts. The study, thus, derives topics from tweets about e-retail customer experience and thereby facilitates prioritization of decision-making pertaining to critical service encounter touchpoints.

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Blurred reputations: Managing professional and private information online

Journal of Librarianship and Information Science ◽

10.1177/0961000618769977 ◽

2018 ◽

Vol 52 (1) ◽

pp. 16-26 ◽

Cited By ~ 1

Author(s):

Frances V.C. Ryan ◽

Peter Cruickshank ◽

Hazel Hall ◽

Alistair Lawson

Keyword(s):

Social Media ◽

Private Information ◽

Information Seeking ◽

Information Science ◽

Private Lives ◽

Professional Reputation ◽

Media Platform ◽

Everyday Life Information Seeking ◽

The Impact ◽

Reputation Building

Results are reported from a study that investigated patterns of information behaviour and use as related to personal reputation building and management in online environments. An everyday life information seeking (ELIS) perspective was adopted. Data were collected by diary and interview from 45 social media users who hold professional and managerial work roles, and who are users of Twitter, Facebook and/or LinkedIn. These data were first transcribed, then coded with NVivo10 according to themes identified from a preliminary literature review, with further codes added as they emerged from the content of the participant diaries and interviews. The main findings reveal that the portrayal of different personas online contributes to the presentation (but not the creation) of identity, that information-sharing practices for reputation building and management vary according to social media platform, and that the management of online connections and censorship are important to the protection of reputation. The maintenance of professional reputation is more important than private reputation to these users. They are aware of the ‘blur’ between professional and private lives in online contexts, and the influence that it bears on efforts to manage an environment where LinkedIn is most the useful of the three sites considered, and Facebook the most risky. With its novel focus on the ‘whole self’, this work extends understandings of the impact of information on the building and management of reputation from an information science perspective.

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Habib Husein Jafar Al-Hadar’s Da’wa Content Commodification on Youtube

KOMUNIKA Jurnal Dakwah dan Komunikasi ◽

10.24090/komunika.v15i1.3986 ◽

2021 ◽

Vol 15 (1) ◽

pp. 1-11

Author(s):

Akhmad Roja Badrus Zaman ◽

Mahin Muqaddam Assarwani

Keyword(s):

Social Media ◽

Young Person ◽

Social Media Platform ◽

Virtual Ethnography ◽

The Social ◽

People’S Perception ◽

Social Media Platforms ◽

Media Platform ◽

Definition Of ◽

Selection Of

Advances in technology and information provide new opportunities for preachers to be able to take part in spreading Islamic teachings through various social media platforms. One of the preachers who took the role to preach through social media was Habib Husein Jafar al-Hadar. This article examines Habib Husein Jafar’s missionary activities on the social media platform he uses, Youtube. The researcher analyzes the data by observing virtually and visually (virtual ethnography) on the da’wa content displayed by Habib Husein Jafar through Youtube. The study shows that: 1) the attention to the spiritual enlightenment efforts of the younger generation is the basis of the selection of the social media platform Youtube - because based on previous research, the users of this social media platform are 18-29 years of age; 2) starting from the da’wa consumers who are primarily young people, the content they present is suitable to their needs and lifestyle and 3) by using the concept of the circuit of culture analysis, Habib Husein Jafar in various ranges can reconstruct people’s perception of one’s definition of holiness. It is not limited based on normative appearance - cloaked and sacrificed, for example - but more on the substantive side, namely by behaving and having knowledgeable skills. With the variety of content, he could visualize himself as a pious young man by not abandoning his social status as a young person.

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Pengaruh Ephemeral Content dan E-WOM terhadap Purchase Intention Millenial Customers pada UMKM Industri Kuliner di Surabaya

Jurnal Keuangan dan Bisnis ◽

10.32524/jkb.v19i2.296 ◽

2021 ◽

Vol 19 (2) ◽

Author(s):

Santho Vlennery Mettan ◽

Aldo Hardi Sancoko

Keyword(s):

Social Media ◽

Purchase Intention ◽

Word Of Mouth ◽

The Other ◽

The Internet ◽

Purchasing Decisions ◽

Left Behind ◽

Digital Era ◽

Other Hand ◽

Social Media Platforms

Indonesian’s Millennials are estimated to reach 70% of the productive population in 2020-2030 (BPS 2018), who cannot be separated from the internet and social media (Harahap 2017). Due to this fact, (Hsu 2018) and (Benini 2018) claim that millennials are afraid of being left behind by ephemeral content which will disappear within 24 hours so that many social media platforms are equipped with these temporary content features and companies are using temporary content strategies to reach more consumers. SMEs on the other hand have low knowledge of ephemeral content, even though 84% of millennials buy products due to the influence of social media, where ephemeral content lies within (Boen 2016). In the other hand, word-of-mouth has a significant impact on customer purchasing decisions until now. Along with the change to the digital era, word-of-mouth is being accelerated with the help of the internet, it called e-WOM, where many businesses use social media or other online platforms to promote business. The results showed that the two variables of ephemeral content and word-of-mouth with the help of the internet had a significant effect on customer purchase intentions, especially the millennial customer for SMEs in Surabaya City. In the future, by implementing ephemeral content in SMEs media social will increases their customer’s e-WOM.

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How and why people are impolite in danmu?

Internet Pragmatics ◽

10.1075/ip.00057.wan ◽

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.

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