University Students’ Motivations for Watching Social Media Advertisements: A Study in the Context of Uses and Gratifications Theory (original) (raw)
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Uses and gratifications theory as a way of understanding college students’ use of social media.
In recent years, social media usage has been rapidly increasing in Turkey and the reasons and motivations of consumers’ using social media have become frequently discussed topics. Reports about the social media usage in Turkey indicate that Facebook with more than 32 million users is the most popular social networking site (SNC) and Twitter with daily average 8 million tweets follows Facebook (TTNET, 2013). According to Socialbakers reports (2010), Turkey is in the fourth position of the top ten countries on Facebook and Ä°stanbul is the third city in the world among the top ten Facebook cities (Socialbakers, 2012). The largest age group of Facebook in Turkey is currently 18-24 (34%), followed by the users in the age of 25-34(30%). Even though the social media usage becomes an inevitable habit among the youths as it can be easily seen from the statistics, there is still not a systematic research about this topic. Therefore, in this research we attempt to identify why university students use the social media and which needs they try to fulfill by using social media. For this reason, uses and gratifications theory has been applied to explain the research question. This research has been carried out in Anadolu University which is in one of the most important student cities of Turkey, EskiĹźehir. The data has been collected from the 450 college students of Anadolu University by face to face questionnaires. There are nearly equal number of students from every faculty of Anadolu University and this students comes from different cities all around Turkey. The findings indicate that the college students mostly use Facebook and Twitter among the online social networking sites. By using SCNs, they mostly communicate with their friends who they have face to face contact with (93%), followed by class mates (78%), family members (59%), online friends that they only know each other from SCNs (23%), and strangers (13%) respectively. Furthermore, the research revealed students have 11 different reasons for use of social media. Students use social media primarily for socialization, entertainment, presenting their status, access and getting some material gains. The findings of this study shed light on why college students use and participate in SNSs. This study expands the use of uses-and-gratification theory to the social media by affirming the appropriateness of it in the social media. Practically, the findings of the study suggest that marketers using SNSs should apply strategies by taking the primary reasons of SNSs into consideration in order to attract young people. They use SNSs mostly for socialization, entertainment and status presentation, so marketers should develop strategies that address these reasons mostly. Future research may be related with older users of SNSs and their reasons and motivations of use. Moreover, effectiveness of marketing strategies targeted young people related with the reasons of use SNSs might be searched.
Youtube Motivations of University Students in the Context of Uses and Gratifications Approach
TURKISH ONLINE JOURNAL OF DESIGN ART COMMUNICATION, 2019
S o c i a l m e d i a p l a t f o r m s h a v e b e g u n t o b e q u i t e w i d e l y u s e d a s a l t e r n a t i v e s o f t h e c o n v e n t i o n a l media among the young in the recent years. The ratings and number of users of YouTube-a social media platform established in 2005 for image recording, storage, and sharing-worldwide and in Turkey have increased depending on the change in the mobile use habits as well as on the flourishing of smartphones. It is seen that the use of YouTube has become widespread particularly among the young in the sense of reaching information and of social interaction as well as for reputation acquisition, to become famous, and for entertainment. In this context, a survey was carried out in December 2017 to reveal the motivations of some 579 university students for use by employing the method of random sampling. As a result of the research, it was discovered that the university students used YouTube on each day of the week and for an hour to 3 hours daily to acquire information and reach alternative information, for access to alternative news broadcasting, and to obtain economic and social utility most and accessed YouTube largely by means of a laptop.
Indian Journal of Science and Technology, 2016
Objective: This study aims to investigate the user gratification factors among the high school and under graduate students about the usage of social media. Methods/Statistical Analysis: A structured questionnaire was used for data collection. A total of 516 respondents filled the survey where 256 respondents were college students and 260 respondents were school going, students. Factor analysis approach was used to name the gratification factors and a t-test was performed to compare among the two students community about the usage of social media. Findings: Results of this study states that fashionable, cognitive needs and professional advancement had a significant difference whereas relaxing entertainment and social interaction has no significant difference among the high school and under graduate students. The result inferred from this study shows the positive impact of the usage of social media among the students irrespective of their age. This will help the students to develop their skills, networking, to groom their personality, and also to improving their knowledge on various aspects required for their studies and future development. Application/Improvements: This paper studies the user gratification theory on the usage of social media. Future research can be about the impact of the social media tools using smartphone among the students.
University Students Usage of Facebook: The Case of Obtained Gratifications and Typology of Its Users
2017
This paper presents and discusses the results from the designed quantitative self-report questionnaire. It addresses two main research objectives: first, to contribute to the uses and gratifications research by exploring the gratifications that research participants who belong to a conservative Islamic culture obtain from using Facebook, and second, to inform theoretical and empirical media and communications research through proposing a typology of users based on their obtained gratifications, usage variables, and demographic variables. The findings showed that Saudi university students obtained 11 gratifications from using Facebook, including communicational, personal, recreational, and academic gratifications.
For decades, the Uses and Gratification (U&G) Theory has been the main theory of communication that explains what people do with the media. To many, the theory seems old. However, the emergence of social media breathes a new life into this aging theory. This paper seeks to explore the current functions of the U&G Theory in the students' use of social media. Survey and focus group discussion were used to elicit information from purposively selected 111 final year students of mass communication. The paper discovers that majority of the respondents (98.2%) used social media for communication, collaboration, news sharing, research, expression of opinion, maintaining a connection, and making friends from other countries. Facebook and WhatsApp were the most preferred social networks among the respondents. The paper confirms that social media platforms have revived the functions of the U&G Theory and provided a plethora of media uses that the traditional media never could. Very few of the respondents used social media for information, to investigate why, the paper suggests that the Media Information Utility theory should be thoroughly investigated.
A Uses and Gratification Perspective on Social Media Usage and Online Marketing
This study explores the use of Facebook in Mauritius under the lens of the famous Uses and Gratifications theory. The objectives of the study are: to identify the strongest motivators of Facebook use in Mauritius and to evaluate Facebook intensity based on socio-demographic background of respondents. The study presents 8 motives to create a model to predict Facebook use: use to meet people, use for entertainment, use to maintain relationships, use for social events, use to share media product, use for product inquiry, use for discussion, and the use for information. These variables are measured through an online survey questionnaire distributed among a sample of 392 Mauritian Facebook users. The variables are tested for correlation with Facebook use which is measured through the Facebook intensity scale. All of the eight factors were found to have positive correlations with Facebook use. The factors are also regressed against Facebook use to determine which factors are predictors of Facebook use and which one is the strongest. It is found that 'use for entertainment' is the strongest followed by 'use for discussion', 'use to meet people' and 'use to maintain relationships. The study also looks into the socio-demographic characteristics of Facebook users in Mauritius and how the differences might effect on its usage. It is discovered that there is a difference in Facebook use between groups of different monthly income level. This study therefore explores a new and hot topic of study in the field of communication and mass media. It contributes to the body of knowledge by identifying scientifically four predictors of Facebook use. It also points out that level of income of different groups of people will affect Facebook use.
The influence of personal motivation on using social TV: A Uses and Gratifications Approach
International Journal of Information Technology and Language Studies, 2019
The aim of this paper is to highlight the impact of viewers' personal motivation to watch online social TV in general by exploring 1) how different it is from the traditional motivation of television viewing, and 2) how viewers learn about the content. The researcher utilizes the Uses and Gratifications framework, the social ability, and usability factors to identify the personal motives that influence viewers' use of social TV and different channels, together with the sources and relationships that facilitate participation among the users of social TV. The researcher employed a comparative and experimental approach to measure the impact of personal motivations on using the social TV. The study indicated that the Uses and Gratifications framework plays a key role in promoting motivations such as relaxation, daily routine, access to information, learning, time, entertainment, escape from reality, and the search for new friends. In addition, sociability and usability are important factors that influence viewers' personal motivation to use social TV.
YouTube Usage Motivation among Students: Uses and Gratification Analysis
Global Social Sciences Review, 2021
YouTube grow into one of the potential commercialization platforms after the inception of the Internet. Users can decide the content of the video by subscribing to popular trends. This research also aims to examine the motivation behind YouTube usage among the young generation in Pakistan. The researchers employed a descriptive quantitative approach and gathered data from n= 105 respondents from young students. Results indicated that the YouTube watching pattern among the students of AIOU showed that students use YouTube to satisfy their cognitive needs and gratify their personal, effective, and social integrative needs. Students also use YouTube for tension release. The majority of the students of AIOU use YouTube to get extra information about the topic they want to prepare for their exams. The students use YouTube to clear their concepts about specific topics and courses. Thus, it is concluded that students watch an aspiring video on YouTube, and they not only get entertained and...
The Use of Facebook Among University Academicions to Enhance Gratification Level
2016
Gratification of Facebook is a central question among Social Networking Users (SNSs) because they need to be constantly connected. It is uncommon for an academician to have a pool of online friends or followers whom are their students, colleagues, friends, and so forth. This paper would like to propose motivation and gratification as key determiners of using Facebook and assess its significance in an empirical setting. Further, examine the gratification level of Facebook use among academicians, the purpose of using Facebook among academicians and provide a holistic view of the casual relationship between the gratification variables and purpose. The study was conducted using a five point survey questionnaire which focused on five motives such as social interaction motive, communication motive, passing time motive, entertainment motive and companionship. Data was collected from 208 academicians at a private university at Selangor. Based on the five motives tested in this study Social ...