Abstract:This paper focuses on the effects of gender diversity – in terms of binary- and third-gender – on social media engagement (SMEn). Specifically, we examine the extent to which SMEn's antecedents and outcomes vary between binary- and third-gender people. Based on the uses and gratification theory (UGT), we develop and validate a model using two cross-sectional studies. Data have been collected from heterosexual and third-gender people (TGP) separately, and analysed with the structural equation modelling (SEM) te… Show more
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