Gratifications Approach Research Articles

Saudi Viewers Watching Foreign Medical Dramas: A Uses and Gratification Approach

Medical dramas have become a widely consumed media genre, providing audiences with health information and entertainment. Based on the uses and gratifications theory, this study analyzed the factors motivating Saudi medical students to watch foreign medical dramas and explored how these motivations were related to their engagement (selectivity, attentiveness, and involvement) and use of the health knowledge acquired. Data were collected from 2,004 Saudi undergraduate and graduate students (age: 19 to 26 years) enrolled in both pre-clinical and clinical stages of their medical education at several Saudi universities. Participants reported regular viewing of foreign medical dramas. The sample included students from diverse academic stages to ensure representation across both early and advanced levels of medical training. The findings indicated that students primarily watched medical dramas for entertainment and relaxation rather than for health-related insights. However, the desire for health-related knowledge was the only motivation directly linked to the use of information from these dramas. Entertainment motivations had an indirect positive impact on health information use through active engagement, while attentiveness to storylines negatively influenced information utilization.

Current cases of and motivations for second screen use by generation Z: university students

ABSTRACT Second screen use is becoming increasingly popular among young people. Türkiye can be expressed as a place where the use of devices such as TV, phone, tablet and computer is widespread. This study, which is based on the uses and gratifications approach, seeks answers to the following questions: a) which devices are used as second screens, b) with which TV programs they are used, c) with what kind of motivations they are used by Generation Z members who still watch TV. We collected data from university students using a questionnaire and the convenience sampling method, which is a type of non-probabilistic sampling, through SPSS. The data showed that Generation Z primarily uses smartphones as second screens, and only a few use second screen applications on their mobile phones. Music programs are the most popular thematic programs watched together with the second screen. Women tend to use their second screens for watching series and shopping. Generation Z prefers using a ‘smartphone with computer’ as a second screen. Future studies could investigate the motivations of students and academics to use second screens in distance education. Additionally, future studies can investigate the usage habits of second screens in second language learning.

Customers' motivations to engage with quick service restaurant (QSR) brands on social media: a uses and gratifications approach

Customers' motivations to engage with quick service restaurant (QSR) brands on social media: a uses and gratifications approach

“Can Anyone Tell Me…”. Online Health Communities in Diabetes Self-Management in Poland and Italy

ABSTRACT This paper contributes to the debate about the role of Online Health Communities (OHCs) in the healthcare system by concentrating on the kind of information sought and shared by their members. The paper focuses on OHCs for diabetes and discusses the main findings of a qualitative study conducted in Italy and Poland. The Uses and Gratifications approach informed the study, while content analysis was used to perform the analysis. The findings show that OHCs’ role goes beyond information and emotional support, which relies on expertise by experience. Indeed, the lack of basic knowledge constituting the essential diabetes literacy for self-management was partially compensated by peer exchange in the OHCs. This raises at least two problems: quality and reliability of the information shared online, and consequences in terms of the equity that a healthcare system provides.

Uses and Gratifications of Biophilic Simulation Games

Biophilic simulation games designed to simulate natural environments could have the potential to promote eco-friendly attitudes and behaviors. By adopting the uses and gratifications approach, this study investigated gaming gratifications of a biophilic simulation game, Animal Crossing: New Horizons, and associated pro-animal attitudes and pro-environmental behaviors. Results showed that individuals played Animal Crossing to satisfy fantasy, social, diversion, and enjoyment gratifications. While fantasy and enjoyment gratifications were positively associated with pro-animal attitudes, fantasy, and social gratifications were positively correlated with pro-environmental behaviors.

Why America is Downloading the News: A Study on Daily News Podcasts and Why U.S. Audiences Listen

Daily news podcasts continue to grow as a source of news and information for media consumers as more are seeking to consume news on digital platforms. However, studies on news podcasting are still a new area of research. This study expands a preliminary study to a broader, more national U.S. audience. The current research used an online survey to gather data and provides a broader demographic sample size with various participants across the United States. In addition, this study used the uses and gratifications approach to provide a more thorough analysis of why U.S. listeners choose to listen to daily news podcasts and what gratifications consumers receive. This study also provides new data on whether listeners consume a variety of news podcasts with differing political viewpoints and which medium podcast listeners consider the most trustworthy for news.

THE MOTIVATION FOR USING THE SOCIAL MEDIA PLATFORM TIKTOK FROM THE PERSPECTIVE OF THE USES AND GRATIFICATIONS THEORY

The way we communicate on a daily basis has changed significantly since the turn of the 21st century. Besides communication platforms, social media has become the leading generator of opinions, ideas, thoughts, and emotions, especially among younger populations. The circumstances of the COVID-19 pandemic further stimulated the popularity of certain social media platforms, with TikTok being at the forefront (Fratila, 2021; Kennedy, 2020). Previous research has shown a wide range of motivational factors for using the TikTok social media platform, including entertainment, which is the most prominent, followed by social interaction and connection. Additionally, social media is often used for leisure, self-expression, archiving, escapism, learning new skills, following celebrities and influencers, trends, and more (Berthon et al., 2008; Muntinga et al., 2011; Omar & Dequan, 2020; Yaqi, Lee & Liu, 2021; Khairul Nuzuli, 2022). The theoretical framework of the study is based on the Uses and Gratifications approach, which will be used to interpret the results. The aim is to examine which gratifications drive the use of TikTok. The sample consists of 135 students from the Faculty of Philosophy at the University of Niš. The data collection method used is a questionnaire. The questionnaire includes items that were developed and used by Omar & Dequan, (2020) and Khairul Nuzuli, (2022), covering five categories of motives: information, personal identity, interaction and social integration, entertainment, and self-expression. Keywords: social media, TikTok, usage motives, uses and gratification, youth

Social “relearning” in the post-epidemic era:A study on the communication effect of social observation variety programs ——Taking “Fifty kilometers Taohuawu 2” as an example

In the past two years, the isolation norm under the COVID-19 pandemic has made many people accustomed to living alone and not adapt to return to group life, and how to cope comfortably in real social scenarios has become a topic of public discussion sparking concern, then social observation variety program was born. 50km Taohuawu2(Taohuawu2), which started broadcasting in June 2022, stands out for its differentiated positioning content that fits the current social situation and group social experiment. This paper takes "Taohuawu2" as the research object, starting with the use and gratifications approach and the "adversarial" decoding stance of Hall's three "hypothetical stances", and uses literature analysis, case analysis, and questionnaire survey to explore the special social observation variety show. The results of the study indicate that the social observation variety show has a special content mechanism and the actual communication effect in the social scene. The results indicate that social observation variety program, with its unique expression mechanism of content dissemination, forms a communication effect that promotes emotional connection and social imitation, meeting the social learning needs of audiences.

Short video marketing strategy: evidence from successful entrepreneurs on TikTok

PurposeThis study aims to delve into entrepreneurs’ perceptions and interpretations of short video marketing on TikTok.Design/methodology/approachIn light of the study’s exploratory nature, a qualitative approach was used. The authors conducted in-depth interviews with 17 entrepreneurs to uncover their insights on short video marketing via TikTok. Data analysis was carried out using thematic analysis and NVivo, and rigorous measures were in place to ensure the quality of the study.FindingsThis study’s findings suggested that entrepreneurs’ usage of TikTok is customer-oriented, with the purposes of promoting their businesses, generating word-of-mouth and managing customer relationships. As such, the gratification of connection with their audience, entertainment and information provision needs motivate entrepreneurs’ use of TikTok for social media marketing. Additionally, entrepreneurs’ use of TikTok may also contribute to their gratification of creativity and spontaneity needs, which may otherwise be limited in the context of other social media platforms.Originality/valueThis study expands the previous literature on entrepreneurship, social media marketing and the uses and gratification approach by revealing the specifics, nuances and dynamics of TikTok marketing from the entrepreneurs’ emic perspective.

The magic is in the mix: a uses and gratifications approach to the cross-media use of food-related media content

ABSTRACT Food media content has recently grown tremendously in quantity and types. To understand food media’s popularity and the role they play for their audience members, this paper applies a uses and gratifications (U&G) approach to study the recipients’ motives for using or encountering various food media. Where do they come across media messages about food? Do they consciously or unconsciously seek or use them, and why? How do they perceive the outcomes of using food media? Twelve focus group interviews were conducted combined with a photovoice task. Results indicate that many of the encounters with food media were accidental in nature. In total, seven gratifications for using food media were confirmed: education, entertainment, social utility, identity-building, passing the time, motivations for healthier eating, and making grocery choices. Affordance-driven gratifications were ease-of-use of a medium, accessibility of -, trust in -, and emotional connection to the medium. This study forms a basis for further audience-centered research on food content so that both scholars and content creators can better understand how food media content can meet recipients’ needs and how it can be employed in communication strategies regarding, for example, conveying nutritional information or providing entertainment.

A uses and gratifications approach to examining users’ continuance intention towards smart mobile learning

Smart mobile learning (SML), an online learning system built on artificial intelligence technology, signifies a key development trajectory for mobile learning. However, the current literature reveals a research deficit in introducing specific constructs that represent the categorical level of gratification towards SML, and a new gratification for the intelligent dimension of SML has yet to be identified. Utilising the uses and gratifications (U&G) framework, this study identifies five categories of user gratification. These are derived from five theoretical perspectives, including the incentive theory of motivation, learning theory, diffusion of innovation theory, self-determination theory, and flow theory. Hence, this research integrates aspects of technology, content, social, utilitarian, and hedonic gratification to examine their influence on users’ continuance intention towards SML. This study focuses on Liulishuo, an SML app, as a typical research object and incorporates data from 495 valid samples. The analysis via partial least-squares structural equation modelling (PLS-SEM) indicates the hierarchical significance of various gratifications influencing continuance intention. The empirical findings suggest that in the realm of SML, users’ expectations surpass basic intrinsic needs in importance. For the first time, this study introduces the intelligence construct to investigate users’ technology gratification concerning SML, thereby empirically establishing the validity of this construct. This study reveals that technology gratification, embodied in the notion of intelligence, is the most critical determinant of continuance intention towards SML, a relationship that has previously remained unexplored.

Why Do Arabs Share News Online? Motivations for Sharing News on Social Media in the Emirates

Sharing news over social media (SM) has become an everyday practice among internet users all over the world. Despite the potential importance of news-sharing, little is known about this phenomenon in the Arab region. The news-sharing literature and Uses and Gratifications approach form the theoretical framework of the current research which examines the tendency of news-sharing on SM and its motivations among Emiratis and Arabs residents in the United Arab Emirates. It also explores the correlation between motivation and topics shared on SM. It investigates the difference in news-sharing and motivational factors among the demographic groups, mainly gender, age, nationality and level of education. A convenient sample of 324 respondents filled an online constructed questionnaire. Factor analysis revealed four motivational factors that stimulate respondents to share news through SM. A positive significant correlation between news-sharing and both ‘status-seeking’ and ‘social responsibility’ was found. The correlation was non-significant between news-sharing and both ‘socialising’ and ‘dissemination of information’. These factors significantly correlate positively with the type of topics that the Arab respondents share on SM. There is no significant difference between males and females in the news-sharing motivational factors except in the category of ‘socialising’, which is higher in the mean value among females than males. Emiratis have higher mean values in all news-sharing motivations as compared to Arab expats.

Factors Influencing Audience Satisfaction of Chinese Documentary Programs among Undergraduate Students in China

This study seeks to explore the factors influencing audience satisfaction of Chinese documentary programs among undergraduate students in Peking, mainland China. Viewership and preference for Chinese documentaries as well as satisfaction derived from Chinese documentaries form the informant’s social, culture, political, and environmental consciousness. Thus, the objective of this study is to ascertain the satisfaction of the audience derives from Chinese documentary TV programs and to understand informant’s preference for Chinese documentaries. The present study leverages on data was gathered via interview with 20 students as the informants residing in Peking mainland, China. Findings indicate that audience satisfaction of Chinese documentary emanates from students longing for a credible and up-to-date sources of information evident in the content of Chinese documentary programs. Additionally, their knowledge of events around them as well as their roots is further enhanced by their viewership of Chinese documentary programs. Further findings also suggest the uses and gratifications approach of media explains the audience’s perception, preference, and viewership of Chinese documentary programs.

Gender Differences in Binge-Watching by Teenagers: A Uses and Gratification Analysis

The research was aimed at exploring whether there are gender differences in binge-watching patterns of urban-educated youth of Pakistan. Using the Uses and Gratification approach as the theoretical foundation of the research, the research investigated whether the motivations for binge-watching differed between males and females. The research also analyzed differences between genders on the negative impact of binge-watching. The methodology adopted for the research was the quantitative survey method. The purposive sample selected for the study comprised 300 male and female teenagers (13–19 years) who binge-watch online streamed content. The study’s findings revealed that Entertainment, Escape, and Excitement were the primary motivations of Pakistani teenagers to resort to binge-watching. However, it was found that Fear of Missing Out (FOMO) and Social Interaction were more important for females, while Excitement was deemed an important motivation by the males. Findings revealed that Sleep Disorder and Obesity were reported to be more of an issue than Depression and Productivity Issues. Furthermore, male binge-watchers reported a reduction in their Productivity, while female binge-watchers reported a disturbance in their sleeping patterns.

Motives of social media use for online marketing: A uses and gratification approach

Motives of social media use for online marketing: A uses and gratification approach

Why New Media app during the Healthcare Crisis? WhatsApp Based Study

WhatsApp is one of the most popular mobile applications providing instant messaging and ease of access. It uses web-based systems to send and receive texts, calls, and videos and even offers video chat. However, during the current healthcare crisis, WhatsApp's role is comparatively more prominent and needs more consideration. In this context, we conducted this research to examine the factors motivating students to rely more on WhatsApp during the Covid-19 pandemic. Based on the Uses and Gratifications Approach, we adopted a cross-sectional design and gathered data from university students in Islamabad, Pakistan. Findings from n= 302 university-level students affirmed communication (p≥ .000), learning (p≥ .002), Teamwork (p≥ .041), and information sharing (p≥ .000) as the motivating factors behind increased WhatsApp usage (p≥ .011) during the healthcare crisis. Similarly, path analysis results also validated a strong correlation between the variables, further affirming the strength of the proposed conceptual framework. Thus, WhatsApp not only provided ease of communication during Covid-19 but also helped sustain educational activities. Here we recommend more studies to examine other different factors, especially personality factors that can affect one's WhatsApp usage.

Comparative Analysis of Digital Media Usage in Hungarian Religious Communities

The article demonstrates comparative research of the digital media usage of a particular Hungarian youth Catholic community (777 Community) and a Hungarian Krishna-Conscious Believers community. The first step is the descriptive stage which tends to focus on documenting how the investigated two groups were described or described themselves as religious communities online. After that, the intersection of online and offline religious communities’ practices and discourses will be described (highlight – rituals, community, identity, authority, and presence). How religious communities shape and renegotiate technological platforms according to their values, patterns, and the construction of their identity and presence in the public sphere will be observed. Attention should be given first to what religious Internet users do online, which will be revealed by the uses and gratifications approach. Following this, by using the Religious Social Shaping of Technology method to identify how these communities interpret and perceive these practices in relation to their broader religious and social identities. In conclusion, we can compare different value-based strategies and approaches within these two investigated religious communities.

Comparative Analysis of Communication Mode and Effect of New Sports Media Platform—Taking Tencent Sports and Hupu as examples

In recent years, China has made many efforts to develop sports-related industries and the concept of national fitness. Currently, China has many new media users, and sports new media platform has become an important platform to popularize national fitness in China. So, accelerating construction and improving the quality of new media platform sports has become important for developing China’s sports industry. In such a process, the communication modes of different new media platforms influence sports news content and communication effects. It is necessary to study the communication modes of the current popular new media platform sports in order to understand the communication modes and effects of sports news. This article takes “Tencent Sports” and “Hupu” as examples. It analyzes the characteristics of the two famous platforms by using the theory of “uses and gratifications approach” and the theory of “interactive ritual chain”, aiming to summarize the advantages of the two platforms and put forward suggestions for the better construction of sports new media platforms in the future. So, the comparative analysis between “Tencent Sports” and “Hupu” has certain practical significance in promoting the popularization of sports culture and the development of the sports industry in China.

Perilaku Penelusuran Informasi Mahasiswa Dalam Pemanfaatan Media Video Online dengan Pendekatan Uses and Gratification


 This study aims to describe information seeking behavior through online video media by students of the Faculty of Letters, University of North Sumatra and the information needs of students of the Faculty of Computer Science and Information Technology, University of North Sumatra with the Uses and Gratification Approach through online video media. This research uses a quantitative approach with a descriptive study type. The research data is in the form of analysis results regarding information seeking behavior through online video media and information needs with the Uses and Gratification approach through online video media. Based on the research results, it is concluded as follows. First, students of the Faculty of Computer Science and Information Technology are able to search for information through online video media with coherent stages, namely starting, chaining, browsing, monitoring, differentiating and extracting. Second, students are able to meet information needs with the Uses and Gratification approach starting from cognitive needs, affective needs, personal integration needs, social integration needs and escape needs.
 Keywords: Behavior, Information Retrieval, Online Media

Perilaku Penelusuran Informasi Mahasiswa Dalam Pemanfaatan Media Video Online dengan Pendekatan Uses and Gratification

This study aims to describe information seeking behavior through online video media by students of the Faculty of Letters, University of North Sumatra and the information needs of students of the Faculty of Computer Science and Information Technology, University of North Sumatra with the Uses and Gratification Approach through online video media. This research uses a quantitative approach with a descriptive study type. The research data is in the form of analysis results regarding information seeking behavior through online video media and information needs with the Uses and Gratification approach through online video media. Data collection was carried out using questionnaires and interviews. Instruments used to collect data using questionnaires and structured interviews. Based on the research results, it is concluded as follows. First, students of the Faculty of Computer Science and Information Technology are able to search for information through online video media with coherent stages, namely starting, chaining, browsing, monitoring, differentiating and extracting. Second, students are able to meet information needs with the Uses and Gratification approach starting from cognitive needs, affective needs, personal integration needs, social integration needs and escape needs.
 Keywords: Student Information, Online Video Media, Uses and Gratification