Keywords: Uses and Gratification Theory; Social Networking Sites; Higher education students; Motivation Introduction Social networking sites (SNSs) have entered peoples daily life with amazing rapidity to become an important social platform for computer-mediated communication (Correa, Hinsley, & de This study combines the theory of uses and gratification and a subjective norm perspective to create an integrated model that predicts liking behavior and usage intentions on Facebook.
2.2 Uses and Gratification Theory (UGT) The uses and gratifications theory was originally developed to explore users' reactions to mass media in the 1940s. UGT has been utilized to explain the psychological needs of individuals that motivate their use of a particular medium.
Uses and gratifications theory applies to social media because of its roots in the communications literature. Social media is a communication mechanism that allows users to communicate with thousands, and perhaps billions, of individuals all over the world (Williams et al. 2012). explained the uses and gratification of social media. Their
First, the uses and gratifications theory is explained in brief. Then the literature review for the studies relating to the Internet uses and gratifications are provided. Next the research questions are mentioned. The research questions are set out as (1) what are the gratifications of Internet use for the cybercafé visitors in the Indian
Uses and gratifications is an appropriate theoretical approach for this investigation which has often been used to understand the uses of new media by individuals. As being user centered approach, uses and gratification theory believe in supremacy of the user and consider that users obtain gratifications as they sought from media.

The Uses and Gratifications Theory is a Mass Communication theory that focuses on the needs, motives and gratifications of media users. The theory states that media consumers are NOT passive consumers of mass communications; rather, they play an active role in media consumption.

Social media and uses and gratifications theory. Uses and gratifications theory posits that people actively select and use media to satisfy individual needs (Katz et al., 1973-4; Wu et al., 2010). For example, while some may use social media to broaden or expand their social circle, others may use it primarily to play games or share media content.

The uses and gratifications theory is utilized as a starting point for observational research that serves in getting the researchers closer to the uses and motives for using social media. [54] explained that social media sociability gives the chance to develop connections, and the number of friends, contacts, and confidantes has grown at a

Uses and gratifications theory is an approach used to understand why and how people actively seek out specific media to satisfy their particular needs. The roots of this theory first appeared in the 1930s, when the mass media began to be a part of everyday life for most people Uses and gratification theory (UGT) was applied to explain social networking site usage. Uses and gratifications theory (UGT) (Katz, Blumer, & Gurevitch, 1974) is a framework that explains how and why people actively seek out specific types of media. According to UGT, people receive gratifications through the media, which satisfy their
Uses and gratifications theory is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. This theory asserts that people are active media users who are motivated to select media to gratify specific needs. Origin
Uses & Gratifications/ Dependency Theory. E. Rossi Spring 2002. As Sandra Rokeach and Melvin DeFleur explain in the book Communication Research 3, "The basic propositions of The Dependency Theory can be brought together and summarized as follows: The potential for mass media messages to achieve a broad range of cognitive, affective, and authenticity of uses and gratifications theory. Some prominent applications of U & G theory are as follows: Research: Researchers in field of mass communication often utilize uses and gratification theory for research purposes to explain the different dimensions of the media use by people and to describe the social and economic context of needs
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In this context, this study aims to explore the individuals' uses and gratifications from online streaming technologies during COVID-19.,This research has adapted key measures from the "technology acceptance model" (TAM) and from the "uses and gratifications theory" (UGT) to better understand the individuals' intentions to use

Uses and gratification theory and TikTok use. Uses and gratification theory was developed and used to explain diverse media use practices (Katz and Foulkes, 1962; Katz et al., 1973).This theory highlights that people use mass media to satisfy particular wants and aspirations (Katz, 1959; Katz et al., 1973).Although this theory was created to explain how people use mass media, it is now According to Derek Lane "uses and gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. Uses and gratifications of image-based SNSs. Uses and gratifications research (U&G; Katz, Blumler, & Gurevitch, 1974) is a theoretical perspective that focuses on how and why individuals actively seek out and use different media to fulfill their specific needs and wants. The tenets of U&G suggest that individuals obtain gratifications that are 3quyr4.