Top PDF Uses and Gratifications of Watching YouTube Beauty Vlogs

Uses and Gratifications of Watching YouTube Beauty Vlogs

Uses and Gratifications of Watching YouTube Beauty Vlogs

The goal of this study was to evaluate why people watch YouTube beauty vlogs and the gratifications they seek from them. The results of the study support the uses and gratifications theory and show that people seek entertainment and habit gratifications when they watch these types of videos. The findings of my study determined that younger people, individuals between the ages of 18 to 25, are more likely to report both entertainment and habit gratifications than those who are 25 years old and older. This makes sense because usually the older a person gets the more likely they are to have other things to occupy their attention, reducing chances of high gratification from watching YouTube beauty vlogs. Also, as older people tend to have less time to sit down and watch these types of videos, they do it less frequently and enjoy it less than younger people. Dehghani et al. (2016) found in their study that one of the factors for why people watch YouTube Vlogs is entertainment. So, these younger people from my study, who seem to seek entertainment out of these types of videos and watch them for habit, are the ones that might be more influenced by the YouTubers they follow to make purchasing decisions, as mentioned by Dehghani et al. (2016).
Show more

41 Read more

Social inhibition and its correlation with the uses and gratifications of internet use : a study about the predictors of excessive internet use

Social inhibition and its correlation with the uses and gratifications of internet use : a study about the predictors of excessive internet use

The present study examined Internet use of Dutch university students and gaming-site visitors. On the ground of existing literature about the antecedents of excessive Internet use and the uses and gratification approach, social inhibition and socio-affected regulation (SAR) mechanisms were chosen to form an integrative model of excessive Internet use. A sample of 90 Dutch Internet users was investigated by using Denollet’s DS14, Meerkerk’s Compulsive Internet Use Scale and a newly designed questionnaire of uses and gratifications on Internet to assess correlations between the three constructs. It was hypothesized that the more socially inhibited a person is, the more likely it becomes that SAR-driven variables will be used to explore the Internet which in turn leads to excessive Internet use. Hierarchic regression showed that social inhibition, SAR-driven variables and frequency of using the Internet explained 50.3 % of the variance of excessive Internet use. A relationship of compulsive Internet use and socio-affected regulation mechanisms was found, which indicated a mediation of social inhibition by SAR-driven mechanisms and behavior.
Show more

18 Read more

Carrying forward the Uses and Grats 2.0 agenda: An affordance-driven measure of social media uses and gratifications

Carrying forward the Uses and Grats 2.0 agenda: An affordance-driven measure of social media uses and gratifications

The latent factor structure summarized in Table 2 was evaluated in two steps using three CFA models: 1) social media uses and gratifications constructs as a first-order factor structure, 2) the MAIN dimensions as a second-order factor structure, and 3) a model that tests the resultant second-order factor structure with the second sample. The first model situates the results of the four separate EFAs discussed above in a single factor structure—to support the validity of an all-inclusive model and show the suitability of individual items—to operationalize each construct regardless of the affordance they represent. The second model tests perhaps the most important contribution made by the original model (i.e., that uses and gratifications can represent four main types of affordances), in terms of the suitability of each construct suggested by Sundar and Limperos (2013). Results of the EFAs were used to build an all-inclusive first-order
Show more

20 Read more

Social media and mental health:
Uses and gratifications of social networking
in relation to depression, anxiety
and offline relationships among young adults

Social media and mental health: Uses and gratifications of social networking in relation to depression, anxiety and offline relationships among young adults

When reviewing past research approaches as a way to understand user interest towards media, the uses and gratifications model (UGT) stands out as a prominent tool in exploring media uptake. The UGT can be defined as a framework that explains how and why people actively seek out specific types of media (Phua, Jin, & Kim, 2017). In the notion of UGT, people receive gratifications through the media, which satisfy their informational, social, and leisure needs (Rubin, 1986). Furthermore, the theory attempts to explain the uses and functions of the media for individuals, groups, and society in general. Three objectives form the core in developing this theory: 1) to explain how individuals use media to gratify their needs. 2) to discover underlying motives for individuals media use 3) to identify the positive and the negative consequences of individual media use. At the core of uses and gratifications theory lies the assumption that individuals actively seek out the mass media to satisfy individual needs allowing individuals to realise gratifications such as information seeking (Whiting & Williams, 2013), convenience (Ko et al., 2005), entertainment (Dolan, Conduit, Fahy, & Goodman, 2015), social interaction and self-expression (Treviño, Flor Morton, & Carolina Robles, 2016). The UGT takes on a different approach by moving the focus to the users enabling the audience to have an active role in media choice, suggesting that individuals actively search for, identify with and employ media to fulfil specific gratification needs (Ku, Chu, & Tseng, 2013). This perspective identifies consumers as active, rather than passive, recipients of media which reverses the original paradigms of “what media do to people” to a new approach on “what people do with media” (Schin, 2011). The bottom line is a medium will be used more frequently and is more likely to be adapted when existing motives to use the medium result in more satisfaction (Rosengren, 1974).
Show more

41 Read more

Uses and gratifications of social media in the Middle East North Africa region

Uses and gratifications of social media in the Middle East North Africa region

This study explores the relation between the adoption of various social media platforms and the demographic variables of users consuming these platforms in the Middle East and North Africa (MENA) region. It also provides a better understanding of the positive and negative gratifications acquired when users adopt social media in the region. The uses and gratifications (U&G) perspective is the theoretical grounding of the study applied to newer media, social media platforms in specific. A quantitative questionnaire, conducted within the social media users whose home countries are from the MENA region (N=561) to indicate the behavior of social media adoption in relation to 8 motivation variables. Three in-depth interviews were also conducted to analyze the findings and result, presenting insights on the assumed hypotheses. Findings of the study showed that there’s a significant relation between using social media and the use of media utilities in terms of content creation and content engagement. It also showed that social media delivered not only positive gratifications, but also negative ones. Users may gain better online social activity, online learning opportunities, online active citizenship and online efficiency, but on the other hand, they also risk personal privacy violations, social media addiction, and distractions from daily tasks.
Show more

159 Read more

The Relationships Between Uses And Gratifications In An Online Brand Community And Brand Loyalty

The Relationships Between Uses And Gratifications In An Online Brand Community And Brand Loyalty

The purpose of this quantitative research was to explore how participation in online brand communities on a social media platform influences brand loyalty from the perspective of members towards nationally branded apparel, shoes, and accessories. The effects on variables closely linked to uses and gratification of online brand community (entertainment seeking; information seeking; convenience seeking; socializing seeking and self-status seeking) towards brand loyalty (brand related attitude and behavior) are examined. Analysis of data collected from 400 consumers major at Malacca state, reveals that individual motivations relate more strongly to participation in the online brand community. Community members with higher levels of browsing and participation do show purchase intention or loyalty towards the brand. The findings from the research show value in the use of online branded communities to promote a brand and foster brand loyalty. Additionally, a branded community can be another channel to provide support to customers and feedback to the company. This research advances the practical and theoretical understanding of the relationships between need uses gratifications of online branded community and brand loyalty to creates, maintains, and encourages customer brand relationships.
Show more

24 Read more

Uses and Gratifications of Social Networking Websites among Youths in Uyo, Nigeria

Uses and Gratifications of Social Networking Websites among Youths in Uyo, Nigeria

Ruggiero (2000) claims that the deregulation of the media and the convergence of the mass media and digital technology have changed the number of times and ways people are exposed to the media. New media give their users more choice and possibilities to enjoy and use media. While using the new media, people are actively combining several motives to fulfill their yearnings and aspirations, properly referred to as gratifications. This also happens when they are using social networking websites. The uses and gratifications approach is therefore a good way to analyse the motivations and satisfaction of the youths in the Uyo metropolis. From a uses and gratifications perspective, social networking sites have a wide range of information material, thus those who utilise their services and resources should be able to satisfy a wide array of needs.
Show more

17 Read more

Examining the link between social media uses and gratifications, and political tolerance and dogmatism

Examining the link between social media uses and gratifications, and political tolerance and dogmatism

Political attributes, such as tolerance and dogmatism, are crucial for developing those skills for online interaction in general, and online political engagement in particular. For instance, when a highly dogmatic user meets those who represent different social layers related to him or her (e.g., professors, relatives, parents) and have politically different opinions, he or she may find it difficult to handle online interactions if those others are politically active on social media. On the other hand, high tolerance may make it easier for a social media user to work with a diverse network of online “friends”. Moreover, understanding connections between user attributes and aspects of social media that users with different attributes find appealing can help develop policy guidelines that can encourage interactions among politically diverse user communities. In support of this premise, this study examines social media uses and gratifications through political tolerance and dogmatism, two political attributes that determine online political behavior.
Show more

42 Read more

Social media use by SMEs in Greece : a uses and gratifications approach

Social media use by SMEs in Greece : a uses and gratifications approach

Social media has been used extensively and very creatively by big brands for marketing purposes. However, it is found to be more useful and suitable for smaller brands, due to their greater flexibility and limited budget for marketing communications. SMEs dominate the Eu- ropean economy and in countries such as Greece, they have borne the brunt of the economic crisis. They state they have a great difficulty in reaching the market and finding customers, in an era that social media offers tremendous benefits in terms of marketing and revenue. As a result, there is a great need for more insights on the use of social media by SMEs, in order for them to rip the benefits they so intensively seek one day . This exploratory study investigates what motivates SMEs social media use in the challenging economy of Greece, how Greek SMEs use social media and the gratifications obtained. It steps on Uses & Gratifications (U&G) theory and develops an SMEs U&G model appropriate to study social media use by SMEs. Moreover, it explores social media uses by small enterprises in typical economies and countries such as Greece.
Show more

62 Read more

Music Consumption in the Dominican Republic: Technological Changes, Uses, and Gratifications

Music Consumption in the Dominican Republic: Technological Changes, Uses, and Gratifications

experience, and a sense of virtual community. The use of several websites have also been studied from the uses and gratifications perspective to show how individuals use the website ‘Yelp.com’ for information seeking, convenience, pass time, and entertainment (Hicks, Comp, Miki, Bevan, & Horovitz, 2012). The theory has also been used to examine how social media consumers receive gratifications. For instance, Whiting (2013) found that by using social media consumers receive ten uses and gratifications including information sharing, entertainment source, social interaction, relaxation, pass time, and information seeking. Notwithstanding of the age and the gender of the users, there is a positive correlation between media exposure and social influence with the gratifications related to the photo and
Show more

71 Read more

Mobile phones as a social medium for the deaf: a uses and gratifications study

Mobile phones as a social medium for the deaf: a uses and gratifications study

Progress made in the field of communications technology has afforded promising forecasts of innovative devices for distinct groups of users, including the deaf. It can be well predicted that the future will continue to usher in more of these specialized products. For researchers, the uses and gratifications approach has often been used to look at the media usage patterns of different consumers. An especially sizeable amount of knowledge is already present in which the consumption of traditional media is looked at. The present study will not only shift the focus from studies of traditional media to new media, but provide valuable insight into the uses and gratifications of new media by deaf people. Ultimately, the data collected from the self- reported media preferences of deaf people will contribute to a growing body of literature that exists today.
Show more

41 Read more

Uses and Gratifications of Digital Media: The Case of Live Blogs

Uses and Gratifications of Digital Media: The Case of Live Blogs

Previous research has demonstrated that the live blog is more engaging than other journalistic formats on the Internet (Thurman & Walters, 2013). This study expands on these ideas by focusing on readers and the reasons they engage in live blogging. Accordingly, the study employed an audience-oriented uses and gratification approach to explore readers’ attitudes toward live blogs, characteristics of live blogs they value most, motivations for consuming this news format, and participation in live blogging. Uses and gratification is an audience-oriented framework which explains why and how people use media to satisfy their needs (Katz et al., 1973a; Katz et al., 1973b; Lowery & DeFleur, 1995). Employing this perspective allowed the dissertation author to examine traditional motivations for using media, such as information seeking, knowledge, entertainment, “killing time,” and social utility. However, the study went further to investigate what new concepts could emerge from live-blog consumption. Accordingly, it introduced potential gratifications that audience may seek in media/live blog use, including obtaining information that is presented in a transparent way, immediate consumption of news, and convenient access to information. These are some of the gratifications detected as motives for using media in the 21st century (Sundar & Limperos, 2013).
Show more

159 Read more

The continuance intention of user’s engagement in multiplayer video games based on uses and gratifications theory

The continuance intention of user’s engagement in multiplayer video games based on uses and gratifications theory

The continuance intention of playing video game is affected by three gratifications, i.e. hedonic gratification (enjoyment, fantasy and escapism), utilitarian gratification (achievement and self-presentation) and social gratification (social interaction and social presence) [5]. We adopted H. Li et al. [5] approach to examine the contributing factors that affect users in playing multiplayer video game in the following six steps. The first step was determining the research model based on uses and gratifications theory, as presented in Fig. 1. The model consisted of seven variables, i.e., enjoyment, fantasy, escapism, social interaction, social presence, achievement, and self- presentation. The users perceive enjoyment when they can enjoy playing the game and interacting with other users. Fantasy allows the users to carry out activities that are not possible to do in the real world, such as transforming into imaginary characters and possessing magical abilities. Next, escapism allows the users to be immersed in the game environment to escape from the stresses of daily life. In the case of social interaction, MVG is considered as one of social places, where the users can develop social relationships and receive feedback from other users [16]. MVG also facilitates the communication between users via synchronization messages and other communication channels to denote social presence. Achievement in MVG involves challenges in the game-play that motivate the users to continue the game engagement. Lastly, self-presentation facilitates the development of self-image to others.
Show more

9 Read more

Understanding domestic social media use among Chinese college students under the framework of uses and gratifications

Understanding domestic social media use among Chinese college students under the framework of uses and gratifications

ponent analysis could obtain the most information content about the specific substrates tested in the research, thereby, the results from it would offer a best-case scenario for the linear combination metric (Shankarraman, Davis-Gorman, Cope- land, Caplan, & McDonagh, 2012). Results show that students are motivated by rela- tionship maintenance needs, the purpose for amusement, chasing style, seeking information, and sociability needs. This result may reflect individuals are mainly motivated to utilize social media services for the purpose of seeking relationship maintenance and entertainment, thereaf- ter for their inner social and psychological needs. Leung also found the same find- ing and further suggested that social net- working applications are ideal platforms for people to keep a large network base of superficial connections, such as virtual friends through the computer-mediated technologies (Leung, 2013). The entertain- mental need is the second discovered grat- ification among the uses and gratifications test. This result is also supported by relat- ed research (Cheng, Liang, & Leung, 2015; Ifinedo, 2016; Zhong, 2014). Given that social media is a multimedia tool, using the service to read useful information as well as playing online games, may be more attractive for young adults when pursu- ing amusement than traditional medium. Moreover, consistent with previous inves- tigations (Cheng, Liang, & Leung, 2015), this study finds that style is an integral and indispensable factor of social media usage in Chinese society.
Show more

14 Read more

Personifying the social media presence of academic librarians: A uses and gratifications perspective 

/ Niusha Zohoorian-Fooladi

Personifying the social media presence of academic librarians: A uses and gratifications perspective / Niusha Zohoorian-Fooladi

On the other hand, social media research after 2009 has found that there is a relationship between user behavior and social media usage in those studies by Ross et al (2009), Aharony (2012), Wilson et al. (2010) and (Gonzales & & Hancock, 2011). For example, Banek-Zorica et al. (2009) concluded that only librarians who are knowledgeable in the usage of social networking tools and services can promote these services to their users. Similar results were found in Arif & Mahmood (2012) and Tyagi’s (2012) studies that pointed out excellent skills in internet usage influence librarians’ adoption of the social media. It is apparent that librarians’ characteristics and behavior contribute to the success implementation of the new media in library services. However, there appears to remain a disconnect between what social media are designed to do in library services and what librarians would like to do with them. Hence, this chapter intends to probe further on librarians’ social media presence with regards to their awareness, practices and gratifications to use it to render library services. This study uses personas to help understand it.
Show more

289 Read more

Study on the Continuance Usage of Mobile Health Management Application based on Uses and Gratifications Theory

Study on the Continuance Usage of Mobile Health Management Application based on Uses and Gratifications Theory

developed to study the influence of users’ utility gratification, hedonic gratification and social gratification from the perspective of Uses and Gratifications theory. SPSS and Smart PLS were employed to verify the research hypotheses using the empirical data collected via survey questionnaires. Research results show that utility gratification, hedonic gratification and social gratification all exert significant and positive effects on users’ continuance usage intention. Especially, gratification of health management, perceived fantasy, social image play important roles in users’ uses and gratifications. Providers of Mobile health management application should design and take personalized operating strategies and marketing strategies according to different needs.
Show more

12 Read more

Beginning, persisting, and ceasing to play: A Stage uses and gratifications approach to multiplayer video games

Beginning, persisting, and ceasing to play: A Stage uses and gratifications approach to multiplayer video games

From the 1950s to the 1970s, the rise of television became the main subject of mass media research – the uses and gratifications approach was one of the tools used to understand our new relationship with this media phenomenon (Ruggiero, 2000). Researchers began identifying and operationalizing variables which could predict patterns or behaviors of media engagement (Ruggiero, 2000). Schramm, et al. (1961), concluded a child's motivations for the use of television could be predicted by their mental ability, as well as relationships with their parents and peers. In addition, Katz and Foulkes (1962) conceptualized one use of television and mass media as an escape, which could be predicted based on the self-reported levels of stress resulting from an individual's daily life.
Show more

25 Read more

An investigation of uses and gratifications for using WEB 2.0 technologies in teaching and learning processes

An investigation of uses and gratifications for using WEB 2.0 technologies in teaching and learning processes

Although the use of Web 2.0 in higher education has been a hot topic for the last decade, a lack of guidelines on how to use Web 2.0 tools has constrained their wider adoption. Therefore, understanding why and how educators use Web 2.0 is a necessary step towards promoting their effective use in teaching and learning. This study draws upon the uses and gratifications perspective to explore faculty members’ uses of Web 2.0 tools in instructional processes in an international higher education context. We gathered data from 15 faculty members via semi- structured interviews as part of a phenomenological study design applying maximum variation sampling. We analyzed the data using content analysis. The results indicated that the faculty members were selective in their use of Web 2.0 tools and utilized a variety of Web 2.0 tools to gratify their cognitive, affective, social integrative and personal integrative needs in relation to instructional processes.
Show more

16 Read more

Twitter Uses and Gratifications of High School Students

Twitter Uses and Gratifications of High School Students

Elliott and Rosenberg [18] argued that whenever a new technology enters the stage of mass communication, the uses and gratifications paradigm will be applied to explain user underlying motivations and decisions to use the new communication tool. Stafford et al. [25] further suggested that uses and gratifications can be used to explain continued use of something already chosen. In recent years, there are a growing number of studies using the uses and gratifications paradigm to explain user participation in virtual communities [26,30,31]. Gratifications of using new communication technologies have been elicited by previous new media studies over the past few years. A review of the prior uses and gratifications research shows that there are three gratifications for using the Internet: content gratifications, process gratifications, and social gratifications. Recent adaptations of U&G research to the Twitter are incomplete and have not identified important new Twitter-specific gratifications.
Show more

7 Read more

Facebook in Vietnam: Uses, Gratifications & Narcissism

Facebook in Vietnam: Uses, Gratifications & Narcissism

The purpose of this study was to create a conceptual framework and to collect some pilot data in order to underpin future research on how the Vietnamese use Facebook in their day-to-day lives. A number of key points were observed in this study, which informed the framework. Firstly, there is a paucity of research on this topic, that Fa- cebook users in Vietnam (population 90 million) rank as some of the heaviest con- sumers in the world, and Vietnamese cultural traditions and values need to be ac- knowledged given these differences when compared to other nations and how this might influence Facebook use. Given the studies focus on users, the theory on “uses and gratifications” was employed in order to understand how Facebook satisfies the needs of its Vietnamese users. An important component in this theory is the way in which Facebook allows posting of material related to the enhancement of the “self”, which has the potential to satisfy ego driven needs in the form of narcissism. How- ever, narcissism and its links with Facebook have only recently been systematically studied in Asian countries, predominately in China. In conclusion, the conceptual framework and analysis of the pilot data produced a number of interrelated con- structs (e.g. socializing, social enhancement, entertainment) that provide a baseline or foundation from which a longer-term program of empirical research can be con- ducted on Facebook use in Vietnam 1 .
Show more

11 Read more

Show all 1984 documents...