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Effects of uses and gratifications on social media use: The Facebook case with multiple mediator analysis

PSU Research Review, 2019-04, Vol.3 (1), p.16-28 [Peer Reviewed Journal]

Md. Alamgir Hossain. This work is published under https://creativecommons.org/licenses/by-nc/3.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2399-1747 ;EISSN: 2399-1747 ;EISSN: 2398-4007 ;DOI: 10.1108/PRR-07-2018-0023

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  • Title:
    Effects of uses and gratifications on social media use: The Facebook case with multiple mediator analysis
  • Author: Hossain, Md Alamgir
  • Subjects: Communication ; habit ; Hypotheses ; Information technology ; Motivation ; Social interaction ; Social networks ; Social research ; subjective norm ; usage intention ; User behavior ; Virtual communities
  • Is Part Of: PSU Research Review, 2019-04, Vol.3 (1), p.16-28
  • Description: Purpose Billions of people around the world are experiencing new ways of interacting with people using the social networking sites (SNS). With the heavy traffic and technological capabilities, SNS offers remarkable gratifications to its users, but there is a lack of knowledge about how gratifications play a role in usage intention and whether there are other factors that influence this relationship. Therefore, this study aims to fulfill these research gaps.Design/methodology/approach To explore these issues in depth, this study conceptualizes a comprehensive framework based on the theory of uses and gratification (UGT), habit and the subjective norm. Structural equation model is used to analyze the survey data.Findings The results of the study reveal that UGT has a significant direct effect on usage intention. Furthermore, user habit and subjective norm play an important mediating role in the relationship between UGT and usage intention.Originality/value The proposed framework would extensively contribute to the SNS literature and managerial insights by integrating personal and social factors in determining the user acceptance of the media.
  • Publisher: Bingley: Emerald Group Publishing Limited
  • Language: English
  • Identifier: ISSN: 2399-1747
    EISSN: 2399-1747
    EISSN: 2398-4007
    DOI: 10.1108/PRR-07-2018-0023
  • Source: ProQuest Central
    DOAJ Directory of Open Access Journals
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