c Pattern value for users

The extent to which social media news interaction patterns are used by online news readers, and relevant motivations for using social media news interaction patterns were examined. All social media news interaction patterns are used to some extent, and eight motivational need segments were identified. But which of these need segments actually drive social media news interaction pattern use? In other words, what is the value of social media news interaction patterns for online news users?

Using the connect social media news interaction pattern was found do be connected to an information need driven by discovery-oriented motivations, such as finding new information sources, finding information, discover new things, keeping up-to-date, and entertaining oneself. The value of the connect pattern for online news users is to discover new information.

Using the share social media news interaction pattern was found to be connected to an identity need driven by image-oriented motivations, such as showing what interests oneself, giving one’s opinion, and showing one is up-to-date. The value of the share pattern for online news users is to communicate a news-savvy image of themselves to others.

Using the visit shared content social media news interaction pattern was found to be connected to the two separate information need sub-dimensions. Visiting shared content from an information need driven by fun-oriented motivations means seeking to be stimulated, to enjoy doing it, to find nice things, and to discover new things. Visiting shared content from an information need driven by discovery-oriented motivations means seeking to find breaking news, to find information, and to keep up-to-date. The value of the visit shared content pattern for online news users is to find fun things and to find new information.

Using the create social media news interaction pattern was found to be connected to an identity need driven by image-oriented motivations such as showing what interests oneself, giving one’s opinion, showing one is up-to-date, and to present oneself as an expert on the topic. The value of the create pattern for online news users is to communicate a news-savvy images of themselves to others.

Using the comment social media news interaction pattern was found to be connected to an identity need driven by comparison-driven motivations, such as giving one’s opinion, comparing one’s opinion to other’s opinions, and to exchange ideas with others. The value of the comment

pattern for online news users is to compare their views to those of others. The remarkable thing is that the interaction need dimensions did not score significantly higher than the theoretical mean score for need dimensions.

The reading comments social media news interaction pattern was found to be connected to three needs in different need dimensions. First, reading comments is connected to an information need driven by discovery-oriented motivations such as finding information, being stimulated, and discovering new things. Second, reading comments is connected to an entertainment need driven by pastime-oriented motivations such as to kill time and to relieve boredom. Third, reading comments is connected to an identity need driven by comparison-oriented motivations such as reading others opinions and comparing one’s own opinion to other’s opinions. The value of the reading comments pattern for online news users is to discover new information, to pass the time, and to compare their views to those of others.

The conversation social media news interaction pattern was found to be connected to an interaction need driven by information-oriented motivations such as giving ones opinion and exchanging ideas with others. The value of the conversation pattern for online news users is to exchange information and their views with others.

The read conversations social media news interaction pattern was found to be connected to three needs in different need dimensions. First, reading comments is connected to an information need driven by discovery-oriented motivations such as finding information, being stimulated, and discovering new things. Second, reading comments is connected to an entertainment need driven by pastime-oriented motivations such as to kill time and to relieve boredom. Third, reading comments is connected to an identity need driven by comparison-oriented motivations such as forming one’s own opinion and comparing one’s own opinion to other’s opinions. The value of the read conversations pattern for online news users is to discover new information, to pass the time, and to compare their views to those of others.

For the rate/vote and tag social media news interaction patterns there were no motivational need dimensions scoring above the scale mean, so the motivational need segments revealed were all negatively associated with pattern use. This means that traditional uses and gratifications media need dimensions weren’t able to give an explanation for these two social media news interaction patterns, and the value of these patterns for online news users can’t be determined.

The last social media news interaction pattern that was examined, browsing content using tags was found to be connected to a general information need dimension covering motivations such as finding information, entertaining oneself, keeping up-to-date, being stimulated, finding nice things, and discovering new things. The value of the browsing content using tags pattern for online news users is to find information and to discover new things.

Study 2 conclusions overview

Study 2 served three objectives: (1) to gain insight into the extent to which social media news interaction patterns are used by online news readers, (2) to gain insight into the user motives and associated needs for using social media news interaction patterns, and (3) to analyze the extent to which uses and gratifications dimensions are fit to explain the uses of social media news interaction patterns among users.

All eleven social media news interaction patterns are used by online news readers. The most used patterns were connect, share, visit shared content, read comments, and read conversations. User motives and associated goals were found for each social media news interaction pattern through factor- and reliability analysis. Motivational user goals were found to be largely in accordance to motivational goals predicted by uses and gratifications research, although the goals found in this study seem to be more nuanced. Sign tests were performed to examine the extent to which these nuanced uses and gratifications dimensions are fit to explain the use of social media news interaction patterns among users. Use of all but two social media news interaction patterns could be explained by one or more of the motivational goals found in this study.