Content Gratification Research Articles

The Food Media Content Gratifications Scale Conceptualization, Development, and Validation

The Food Media Content Gratifications Scale Conceptualization, Development, and Validation

Review of Audience Gratification with Chinese Online Film Festivals

After COVID-19, cultural activities increasingly rely on online formats to engage audiences. Against this backdrop, online film festivals have emerged as a new subject of film festival research. The proliferation of online film festivals in China during this time has sparked intense debate, with both their emergence and future development being contentious issues. Throughout this process, the will of the audience plays a pivotal role in shaping their trajectory. To ensure the smooth operation and future development of online film festivals, a profound understanding of festival audiences needs to be sought. This study focuses on the audience, aiming to explore their gratification with Chinese online film festivals through a literature review, with the hope of providing insights for future prospects in the planning of online film festivals. Through the screening of databases including CNKI, Google Scholar, and Scopus, a total of 1,352 relevant articles were retrieved. After manual screening and exclusion by researchers, 105 articles relevant to the theme of this study were identified. Based on these articles, this paper synthesizes four types of audience gratification: content gratification, process gratification, social gratification, and technology gratification. Future research is recommended to further empirically investigate the conclusions drawn from this review.

Product purchase or gift-giving? An investigation of different viewer-streamer interaction strategies in tourism live streaming

Building on the Uses and Gratification Theory (U>), a mixed-method approach was employed to investigate the influencing mechanisms of different viewer-streamer interactions on viewers' product purchase and gift-giving intentions. In study 1, we collected 331 valid questionnaires and examined the proposed quantitative model through SmartPLS 3.3.3. The quantitative findings from study 1 revealed the role of telepresence and trust in streamers that influence viewers' product purchase and gift-giving intentions. In study 2, we conducted 20 in-depth interviews to further explain the mechanisms of viewer-streamer interaction strategies on product purchasing and gift-giving intentions through three types of gratification (i.e., process gratification, social gratification, and content gratification). The current study has implications for streamers to conduct appropriate interaction strategies and achieve better monetisation targets.

The role of @literarybase X account in fulfilling information literation needs

Background of the study: X is a social media used mainly by the public as a source of information and can fulfill its users' information needs, including the @literarybase account, which discusses literature and books. Through this, it is expected to increase information literacy skills through information search activities to meet the information needs of its users. Purpose: This study aims to determine the role of auto-base @literarybase in meeting the information literacy needs of its followers. Method: The method used is quantitative with survey techniques. Data was collected online through the distribution of Google form questionnaires to followers of the @literarybase account with a Likert scale as a measurement, and analysis was carried out descriptively. Findings: The @literarybase account has played a role in meeting the information needs and training the information literacy skills of its followers. In content gratification, the @literarybase account fulfills the needs of information sharing and information seeking. In the gratification process, the @literarybase account fulfills entertainment, pass time, escape, habit, and self-expression needs. In social gratification, the @literarybase account fulfills the information needs through social interaction. Finally, regarding technology gratification, the @literarybase account fulfills information needs in the form of relative advantage. Conclusion: The @literarybase account has played a role in meeting information needs and training information literacy skills for its account followers. However, several aspects still need to be fully met, such as the need for self-document in content gratification, the need for campaigns in process gratification, the need for status seeking in social gratification, and the need for social compliance in technology gratification.

The Usage of Communication Technology in Algerian Universities

The study aims to identify the reality of using TIC in the educational process. This research has been developed by a questionnaire, taking a sample of professors from Abdel Hamid Ibn Badis University –Algeria. The study concluded; the majority of teaching staff use TIC in educational process permanently with a percentage reaches 73.52%, among the motives and reasons behind using TIC attributed to their scientific supervision towards students' researches and their guidance permanently with a percentage 44.11% , then , to respond to students' scientific concerns easily with a percentage 30.88% , then , with a meagre percentage reaches 23.52% refers to acquire the needed information to provide knowledge efficiently. It also turns out that the cognitive gratifications are the most gratifications achieved from the study sample's use of modern communication technology, therefore, we find that the content gratifications, are the ones that imposed themselves on the study sample. Most of the study sample confirms that it is mandatory and inevitable in future to use MCT in the field of higher education.

The impact of excessive Instagram use on students’ academic study: a two-stage SEM and artificial neural network approach

ABSTRACT The use of Instagram is becoming increasingly popular among students. Excessive Instagram use (EIU) has become a growing problem that can impact students’ lives psychosocially. This study applied uses and gratifications theory (UGT) to explore the impact of social gratification, content gratification, and entertainment along with social presence, and escapism in relation to EIU. Data were collected from 285 university students and analyzed in two steps. In the first step, structural equation modeling was employed to identify the important variables that impact excessive Instagram use. In the second step, an artificial neural network (ANN) technique was used for validating the findings in Step 1 and determined the relative importance of each variable in relation to excessive Instagram use. The results showed that social gratification, entertainment, escapism, and social presence were positively related to EIU. ANN analysis showed that escapism was the most important construct in predicting excessive Instagram use followed by entertainment, social presence, and social gratification. Furthermore, EIU was related to academic impairment. The findings of the study contribute to the domain of the dark side of online activities by theoretically investigating the effect of EIU on students’ academic study.

Socio-Cultural Peculiarities of the Audience of Online Drama in Bahrain

Bahrain’s population is diversified, consisting of both Bahrainis and expats from many nations. Online dramas often reflect this diversity in terms of the languages used and the portrayal of cultural identities. Productions may employ a mix of Arabic and English, or they may incorporate characters from various ethnic origins. Grounded in uses and gratifications theory this research examines online dramas on web television platforms in Bahrain — one of the most ecomomically developed country of the Middle East and the Arab Gulf region with a high index of digital media consumers. Therefore, this study aims to explore social and cultural peculiarities of usage of online dramas in the Kingdom of Bahrain. Moreover, the research attempts to examine motivations of different social groups of watching online dramas on web television platforms. The paper tends to investigate gratifications achieved from watching online dramas on Netflix. For this goal Netflix platform has been chosen as a pattern of the most popular web television platforms in the above metioned region. To achieve these objectives, a cross-sectional online questionnaire was used with self-selection, and convenience non-probability sampling techniques. A total number of 306 self-selected respondents from Bahrain was investigated. The overall results showed that within the Banrainean society, which prefers to watch online dramas via the precised web television platforms, there is no difference between ritulaized and instrumental motivitations, as well as there is no a significant difference between process and content gratifications.

Meme marketing: How can marketers drive better engagement using viral memes?

AbstractScholars and industry stakeholders have exhibited an interest in identifying the underlying dimensions of viral memes. However, the recipe for creating a viral meme remains obscure. This study makes a phenomenological contribution by examining viral memes, exploring the antecedents (i.e., content‐related factors, customer‐related factors, and media‐related factors), consequences, and moderating factors using a mixed‐method approach. The study presents a holistic framework for creating viral memes based on the perceptions of customers and industry stakeholders. Four quantitative studies (i.e., a lab experiment, an online quasi‐experiment, an event study, and a brand recall study) validate the theoretical model identified in the qualitative study. The research underlines the potential of viral memes in marketing communications as they enhance brand recall and brand engagement. The study found that viral memes are topical and highly relatable and are thus well received by the target groups, which increases customer engagement and brand recall. Marketers can adopt the findings of this study to design content for memes that consumers find relevant, iconic, humorous, and spreadable. Furthermore, marketers can use customer‐related factors suggested in the theoretical framework for enhancing escapism, social gratification, and content gratification for their target customers which in turn shall organically increase their reach within their target segments and enhance brand performance in terms of brand recall and brand engagement.

Why Chinese travelers use WeChat to make hotel choice decisions: A uses and gratifications theory perspective

ABSTRACT WeChat, a Chinese multi-purpose messaging, social media, and mobile payment app, is an emerging social media platform that has been integrated into the daily lives of Chinese people, including travel. However, despite the growing proliferation of WeChat, surprisingly, little attention has been paid to the gratifications obtained by Chinese travelers when using WeChat in travel-related decision-making. Adopting the well-grounded Uses and Gratifications Theory (UGT), this exploratory research paper aims to address this void in prior literature and identify why and how Chinese millennial travelers use WeChat to make hotel choice decisions. Findings stemmed from the semi-structured interviews using a combination of purposive and snowball sampling approaches with eighteen WeChat users reveals that hotel choice decisions through WeChat are influenced by various social, process, and content gratifications. As indicated in our findings, hotels in China should be aware of gratifications obtained by travelers in stimulating them to utilize WeChat in the hotel selection process. Further, our study contributes to extant UGT literature by emphasizing that it has specific relevance and should be given more prominence within tourism, hospitality, and social media literature.

Mobile services use and citizen satisfaction in government: integrating social benefits and uses and gratifications theory

PurposeCitizen satisfaction with the government is a longstanding and continuous concern in public administration. However, past research did not investigate the effect on satisfaction with the government in the context of mobile government (m-government). The purpose of this paper is to evaluate how the social benefits of citizens using m-government affect their satisfaction with the government.Design/methodology/approachGrounded in the uses and gratifications theory (UGT), the authors suggest that the satisfaction in m-government should be constructed in terms of the satisfaction with m-government and the satisfaction with the government. The research model of citizen satisfaction in the context of m-government is tested through partial least squares (PLS) (SmartPLS 2.0) based on data collected from a survey study in China.FindingsThe results indicate that the three important social benefits, e.g. convenience, transparency and participation, are positively associated with process gratification, whereas only convenience is positively associated with content gratification. The results suggest that both process gratification and content gratification are positively associated with citizen satisfaction with the government. Furthermore, the research suggests that process and content gratification have a mediating role, whereas compatibility has a moderating role.Practical implicationsThis research provides insights to practitioners on how to facilitate citizen satisfaction by increasing citizens’ social benefits and improving process and content gratification.Originality/valueThis study contributes to the literature by offering a framework for analyzing the impact of citizens’ use of m-government on their satisfaction with the government. The work also contributes to UGT by categorizing user gratifications into process gratifications, content gratifications and citizen satisfaction with the government.

Uses and Gratifications of Political Information: Student Perceptions of Information from the 2014 Tunisian Elections

People use diverse sources of information to obtain political information. We apply uses and gratifications theory (UGT) to illustrate how the use of different political information sources influences perceptions of information satisfaction related to the Tunisian elections of 2014. An online survey of 175 university students in Tunisia, with a 58% response rate. We use partial least squares structural equation modelling to test our research model of hypotheses relating content, process, and social gratifications to information satisfaction. We find that content, process, and social gratifications constructs combine to explain 41% of the variance in information satisfaction. Content gratification has the strongest influence (p=.505) followed by similar levels of influence of process (p=.163) and social (p=.140) gratifications. Social gratifications are partially mediated by process gratification. Limitations of our study include our online survey method and our sample of university students. However, our respondents experienced the uprising, the election campaigns, and voted in the elections, suggesting their perceptions are valid, if not generalisable to all of Tunisia. Practically our study suggests that individuals searching for political information should 1) determine how they’ll know information is accurate, 2) maximize the number of different activities for information-seeking rather than focusing on the frequency of a few activities, and 3) know that information sharing contributes to information satisfaction. The dominance of content gratifications, i.e., information reliability and accuracy, is important for information providers, such as, government and political leaders. Our study provides evidence that UGT is useful in the novel context of emerging political situations.

Users’ Experience of Digital Wayfinding Screens: A Uses and Gratification Perspective from South Africa

Marketing and business communication researchers have neglected the wayfinding capabilities of digital out-of-home communication in the retailing landscape. The current study focuses on digital wayfinding screens in the South African shopping mall environment. The aim is understanding users’ experience of digital wayfinding screens, guided by the uses and gratification theory. Shoppers were interviewed about their views and actions while engaging in the wayfinding process in large upmarket shopping malls. The in-depth semistructured interviews were recorded and then the content was analysed. The findings provide a rich and comprehensive understanding of shoppers’ content gratifications and process gratifications when utilising this contemporary medium. The current study identifies four uses and gratifications for digital wayfinding screens: convenient process gratifications, interactive process gratifications, informational content gratification, and entertaining content gratifications. Understanding the gratification dimensions of digital wayfinding screens contributes to contemporary media research and forms the basis of valuable guidelines for practitioners in retail media and design.

Investigating microblogging addiction tendency through the lens of uses and gratifications theory

PurposeConsidering the popularity and addictive attributes of microblogging, the purpose of this paper is to explore the key drivers of the microblogging addiction tendency, and to investigate the causal relationship between microblogging usage and addiction tendency through the lens of the uses and gratifications (U&G) theory.Design/methodology/approachBy extending the U&G theory to accommodate the negative consequences of gratification, a research model that explains the relationships among microblogging use, gratification and addiction tendency was developed and empirically examined based on the data collected from 520 microblogging users in China.FindingsThe results showed that different types of microblogging use lead to different categories of gratification to different extents, while different categories of gratification play different roles in determining the level of addiction tendency. Specifically, the effect of content gratification on addiction is marginal, while social gratification has significant effects on all dimensions of addiction tendency.Originality/valueThe present study has both theoretical and practical implications. From a theoretical perspective, unlike many previous studies applied the U&G theory to explore the positive outcomes of media uses, this paper extends the U&G by including addiction tendency as a negative psychological outcome of U&G., resulting a research framework (use-gratification-addiction framework). Meanwhile, this paper contributes to the extending literature by examining the constructs of U&G at a granular level and investigated the causal relationship between “uses” and “gratifications.”

지역방송 수용자의 추구충족이 콘텐츠 이용정도, 획득 충족과 브랜드 인식에 미치는 영향 : 기대가치와 기대불일치 가설의 통합모델 적용

지역방송 수용자의 추구충족이 콘텐츠 이용정도, 획득 충족과 브랜드 인식에 미치는 영향 : 기대가치와 기대불일치 가설의 통합모델 적용

Effects of perceived online–offline integration and internet censorship on mobile government microblogging service continuance: A gratification perspective

The success of government social media relies on citizens' continual usage. Through the theoretical lens of the Uses & Gratifications theory, we develop a research model for mobile government microblogging services (GMS) continuance intention, in which citizens' perceived integration of online and offline social lives and internet censorship are incorporated. Based on data from 629 mobile GMS users in China, the results of the structural equation modeling analysis show that perceived online–offline integration has a significant and positive effect on the three dimensions of gratification: content gratification, social gratification, and process gratification, which jointly influence mobile GMS continuance. Citizens' perceived internet censorship negatively affects their mobile GMS continuance. These results might provide understanding about the unique aspects of government social media, especially in the context of internet censorship.

#IUseTwitterBecause: content analytic study of a trending topic in Twitter

PurposeThe purpose of this paper is to propose a robust framework for assessing motivations to use Twitter. Drawing on previous studies, diffusion of innovations, unified theory of acceptance and use of technology, and uses and gratifications frameworks were incorporated to capture the variety in Twitter gratifications.Design/methodology/approachThis study explored the motivations to use Twitter through data mining and content analysis of #IUseTwitterBecause trending topic in Turkey. The sample was consisted of 4,465 tweets posted by 3,794 unique Twitter persona.FindingsFindings revealed 13 distinct Twitter gratifications which were grouped under four main categories: content, process, social and technology. Process gratifications were found to be the strongest motives for using Twitter whereas content gratifications were the weakest. The current findings indicated that Turkish users engage with Twitter mostly for self-expression, escapism, and social interaction. Moreover, the study found a novel campaign gratification for using Twitter solely to make political or social agenda visible in the society.Originality/valueThe current study extends the previous literature on motivations in using social networking services from both analytical and methodological perspectives. The naturally occurring data and relatively large sample size in this study provides a deeper look into social media gratifications and yields more generalizable findings. Besides, this study contributes to the alleviation of conceptual confusions among the past social media gratification studies.

Social media addiction: What is the role of content in YouTube?

BackgroundYouTube, the online video creation and sharing site, supports both video content viewing and content creation activities. For a minority of people, the time spent engaging with YouTube can be excessive and potentially problematic.MethodThis study analyzed the relationship between content viewing, content creation, and YouTube addiction in a survey of 410 Indian-student YouTube users. It also examined the influence of content, social, technology, and process gratifications on user inclination toward YouTube content viewing and content creation.ResultsThe results demonstrated that content creation in YouTube had a closer relationship with YouTube addiction than content viewing. Furthermore, social gratification was found to have a significant influence on both types of YouTube activities, whereas technology gratification did not significantly influence them. Among all perceived gratifications, content gratification had the highest relationship coefficient value with YouTube content creation inclination. The model fit and variance extracted by the endogenous constructs were good, which further validated the results of the analysis.ConclusionThe study facilitates new ways to explore user gratification in using YouTube and how the channel responds to it.

I ♥ FB

Virtually seductive qualities of identity sharing, content gratification, and ample social atmosphere have made Facebook the most popular social network, boasting 890 million daily users (“Facebook Reports Fourth Quarter,” 2015; Joinson, 2008; Orchard et al., 2014, Reinecke et al., 2014). Online social network studies largely overlook the individual, limiting the understanding of what exactly drives people to use, abuse, even become dependent on sites like Facebook. Based on the theory of uses and gratifications, Q methodology subjectively observes what draws users to Facebook, focusing specifically on Facebook user characteristics. Past studies neglect the existence of three of the four factor groups discovered in this study, making these effectually new discoveries for academia (Alloway, Runac, Quershi, & Kemp, 2014; Cheung, Chieu & Lee, 2011; Sheldon, 2008, Tosun, 2012; Yang & Brown, 2013). These findings increase understanding of online usage, even addiction, and will help cater future social networks to specific users.

I ź FB

Virtually seductive qualities of identity sharing, content gratification, and ample social atmosphere have made the most popular social network, boasting 890 million daily users Facebook ...

Generating consumer resonance for purchase intention on social network sites

Consumer resonance is powerful in affecting a user's image of products and, as this resonance expands with iterative enforcement, the user's buying intention can be strongly altered. In order to develop consumer resonance, product messages articulated on a social network site (SNS) must be designed with the proper content and delivered through the proper channels. Using uses and gratifications theory, this study built a model to explain user behavior of consumer resonance on SNSs in dimensions of content gratification, social-relation gratification, and self-presentation gratification to drive increased purchase intention. By presenting two selected product articulates on social websites, we collected 392 samples and used modeling with partial least square to analyze the usable data. Meanwhile, a two-step cluster analysis method was applied to partition the sample into two groups and develop managerial implications by comparing them. The study results show that utilitarian value, tie strength, normative influence, information influence, and self-presentation have significant effects on customer resonance, which in turn influences purchase intention for successful consumer-brand relationship. It is hoped that the research findings might enhance our understanding of user resonance behavior and provide insights into social participants' future purchase intentions.