Unpacking the uses and gratifications of Facebook: A study among college teachers in India

Menon, Devadas; Meghana, H.R.

doi:10.1016/j.chbr.2021.100066

Cited by 28 publications

(22 citation statements)

References 79 publications

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“…The Uses and Gratifications Theory suggests that individuals deliberately choose media that will satisfy given needs ( Katz et al, 1973 ; Menon & Meghana, 2021 ). During crises, cognitive and affective needs (seeking crisis information and emotional support) are two core motivations that drive netizens to use social media ( Qu, Huang, Zhang, & Zhang, 2011 ; Qu, Wu, & Wang, 2009 ).…”

Section: Discussionmentioning

confidence: 99%

“…As suggested by The Uses and Gratifications Theory, individuals deliberately choose media that will satisfy given needs ( Katz, Blumler, & Gurevitch, 1973 ; Menon & Meghana, 2021 ), and the degree to which media gratifies individuals' differential needs directly influences their media selection and usage behavior ( Katz et al, 1973 ). The motives of using and consuming specific media can be mainly grouped into five categories, including cognitive needs, affective needs, personal identity, integration and social interaction, and escapism ( Katz et al, 1973 ).…”

Section: Theoretical Foundations and Hypothesismentioning

confidence: 99%

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More collaboration, less seriousness: Investigating new strategies for promoting youth engagement in government-generated videos during the COVID-19 pandemic in China

Liu

et al. 2022

Computers in Human Behavior

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Effectively engaging citizens during crises is critical for governments to disseminate timely information and help the public to adjust to the constantly changing conditions. In particular, promoting youth engagement not only enhances crisis awareness and resilience among the young generation, but also has a positive impact on youths' social participation and responsibility. With the increasing popularity of online video services, leveraging online videos to disseminate authoritative information has become a method widely adopted by government. To enhance youth awareness and engagement, two new video-based crisis communication strategies have been utilized on a popular youth-targeted video platform Bilibili in China: creating recreational videos such as animation and music videos, and collaborating with individual video-uploaders in video making. However, their impacts and results are largely unknown, which motivates our study. Guided by Entertainment Education (EE) and Collaborative Governance (CG), we report, to our best knowledge, the first systematic study on how recreational video category and government-citizen collaboration would influence youth engagement focusing on 3347 COVID-19-related government-generated videos on Bilibili. This study reveals that recreational videos successfully promote youth engagement including interaction, feedback and sharing. Collaboration with individual uploaders in video making also has a substantially positive impact on youth engagement. Through an in-depth qualitative content analysis of user-generated commentaries, we further unpacked the unique values (e.g., trust work for youth participation) as well as latent limitations (e.g., imbalanced topic distribution) of the two new strategies. We discuss how the findings enrich EE and CG theoretically, and provide practical implications to effective and engaging communication strategies during crises.

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Foundations and Hypothesismentioning

confidence: 99%

More collaboration, less seriousness: Investigating new strategies for promoting youth engagement in government-generated videos during the COVID-19 pandemic in China

Liu

et al. 2022

Computers in Human Behavior

View full text Add to dashboard Cite

show abstract

“…The main motives identified by recent uses and gratification research on Facebook can be summarised as information sharing, social interaction, social influence, habitual past time, entertainment, relaxation, disclosure, cool and new trend and receiving recognition from others (Papacharissi and Mendelson, 2010;Hollenbaugh and Ferris, 2014;Oeldorf-Hirsch and Sundar, 2016;Malik et al, 2016;Lin and Chu, 2021;Menon and Meghana, 2021). Similarly, Instagram studies (Sheldon and Bryant, 2016;Alhabash and Ma, 2017) revealed that gratifications sought by people were surveillance, documentation, coolness, creativity, entertainment, convenience, medium appeal, passing time, self-expression, social interaction, and information sharing.…”

Section: Uses and Gratifications And Social Media Platformsmentioning

confidence: 99%

Updating ‘Stories’ on social media and its relationships to contextual age and narcissism: A tale of three platforms – WhatsApp, Instagram and Facebook

Menon

2022

Heliyon

Self Cite

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“…One of the widely used theoretical frameworks to examine the questions 'how' and 'why' individuals use certain media to satisfy their needs is the uses and gratification theory (Menon & Meghana, 2021). This theory has come a long way since its inception in the early 1940s (Roy, 2009).…”

Section: Uses and Gratifications (Uandg) Theorymentioning

confidence: 99%

“…The theory considers not only the pleasure people seek when using social media, but also the attitudes of the audience towards the medium and its content (Roy 2009). On a similar note, among the social networking sites, Facebook has emerged as the most popular and largely used medium for digital content creation and distribution (Menon & Meghana, 2021). This theory contributes to the understanding of mass communication processes (Roy, 2009).…”

Section: Uses and Gratifications (Uandg) Theorymentioning

confidence: 99%

Factors Driving Consumers’ Attitudes towards Facebook Advertisements in an Emerging Market: A Case Study of Vietnam

Nguyen–Viet¹,

Nguyen²,

Le³

et al. 2022

AJBA

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Manuscript type: Research paper Research aims: This study aims to: 1) determine the factors driving consumers’ attitudes towards Facebook advertisements in Vietnam; 2) examine the impact of genders and Generation Z attitudes towards Facebook advertisement in Vietnam. Methodology/Approach: This study employs a quantitative approach. Data were gathered from a sample of 477 Facebook users who are exposed to Facebook advertisements and resided in Ho Chi Minh City. Research findings: The findings of this study show that personalisation, entertainment, interactivity, informativeness, and credibility have positive effects on attitudes towards advertising while irritation and privacy concerns appear to be negatively related. In addition, this study also illustrates that interactivity plays a role in stimulating the ‘entertainment effect’ amongst the consumers. As expected, privacy concern is found to have a negative impact on credibility. Theoretical contribution/originality: This study expands the previous empirical works by integrating two additional variables – personalisation and privacy concerns with user and gratification theory. Policy implications: The result provides valuable input for advertisers. It offers an insight into facilitators and barriers of consumer acceptance towards Facebook advertisements; and how these aspects could shape customers’ perceptions of Facebook advertisements. Research limitation: First, the sample was constrained to Ho Chi Minh City, which may have limited the generalisability of the findings. Second, this study considered only a limited number of predictors of attitudes towards Facebook advertising. The next limitation is that this research was conducted for products and services advertised on Facebook in general and did not focus on a specific category of products or services. Keywords: Advertisement, Attitudes towards Advertisements, Emerging Market, Facebook, Facebook Advertisement JEL Classification: M3

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Unpacking the uses and gratifications of Facebook: A study among college teachers in India

Cited by 28 publications

References 79 publications

More collaboration, less seriousness: Investigating new strategies for promoting youth engagement in government-generated videos during the COVID-19 pandemic in China

More collaboration, less seriousness: Investigating new strategies for promoting youth engagement in government-generated videos during the COVID-19 pandemic in China

Updating ‘Stories’ on social media and its relationships to contextual age and narcissism: A tale of three platforms – WhatsApp, Instagram and Facebook

Factors Driving Consumers’ Attitudes towards Facebook Advertisements in an Emerging Market: A Case Study of Vietnam

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