A cross-national study of Twitter users’ motivations and continuance intentions

Abstract

Given the explosive popularity and growth of microblogging worldwide and its potential use in the areas of public policy, civic activism, as well as marketing and advertising, the questions of why and how individuals use these services warrant a comprehensive research. While some studies addressing motivations to join and continue using Twitter have been published, no research to date has investigated these issues in the context of developing economies. This exploratory study seeks to build an understanding of Twitter usage and continuance motivations in Ukraine, and compares them to those of the US users. The findings of the study suggest that participants in both countries use Twitter for professional development, entertainment, status maintenance, and social interaction and exchange. The Ukrainian participants, however, emphasize Twitter use for identity negotiation and self-expression, as well as for news updates and sharing. The study also examines how different motivations of joining Twitter affect current Twitter usage and continuance intentions, and provides implications for public policy and advertising.

Second Life adoption in education: A motivational model based on Uses and Gratifications theory

“…Further, the constructs, status seeking and information seeking have a direct influence on continuance intention. These findings were supported by the studies of Li et al (2015), Mäntymäki and Riemer (2014) and Wohn and Lee (2013) with Pentina et al (2014) indicating that 34.6% of the variance in sharing experience is explained by status seeking and information seeking.…”

“…These results were expected based on the findings of Baek et al (2014), Ko et al (2005), Luo et al (2011), Malik et al (2016, Pentina et al (2014). They demonstrated that the success of Second Life in the e-learning processes depends on a combination of convenience, sharing experience and the search for more entertaining educational programmes.…”

“…Shiau and Luo (2013) showed that continuance intention could be predicted by the user's perceived enjoyment. In a similar way, Pentina, Basmanova and Zhang (2014) demonstrated that entertainment is a good predictor of intention to continue to use Twitter. Based on this, we proposed that entertainment exerts an influence on continuance intention to use Second Life in an e-learning program with the following hypothesis:…”

“…In fact, people employ general social media platforms in order to share their experiences (Krämer, Winter, Benninghoff & Gallus, 2015). For instance, Pentina et al (2014) showed that the number of followers of American Twitter users was positively affected by the amount of information sharing. Sharing experiences is also useful to achieve or attain collaborative goals (Wu et al, 2010).…”

Social media-based sponsorship activation – a typology of content

“…Jahn and Kunz, 2012;Muntinga et al, 2011;Pentina et al, 2016;Pletikosa Cvijikj and Michahelles, 2013;Rohm et al, 2013;Whiting and Williams, 2013;Zolkepli and Kamarulzaman, 2015). Within the sport context, U&G theory has been predominantly used in user-focused studies (Abeza et al, 2015;Filo et al, 2015).…”