University Students’ Motivations for Watching Social Media Advertisements: A Study in the Context of Uses and Gratifications Theory (original) (raw)

In this study, it is aimed to contribute to the literature by examining the university students’ motivation for watching social media advertisements in the context of the uses and gratification theory. For the study, first of all, conceptual explanations about social media, social media advertisements, media platforms and concepts about the uses and gratifications theory are discussed. In the last part of the study, a survey is carried out in order to find out the university students’ motivations for watching social media advertisements and whether these motivations show variation according to the demographic features of the participants. The results obtained from these findings are also presented in this chapter.