Effects of uses and gratifications on social media use: The Facebook case with multiple mediator analysis
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 gratificati...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2019-03-01
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| Series: | PSU Research Review |
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| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/PRR-07-2018-0023/full/pdf?title=effects-of-uses-and-gratifications-on-social-media-use-the-facebook-case-with-multiple-mediator-analysis |
| _version_ | 1828107759811297280 |
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| author | Md. Alamgir Hossain |
| author_facet | Md. Alamgir Hossain |
| author_sort | Md. Alamgir Hossain |
| collection | DOAJ |
| 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. |
| first_indexed | 2024-04-11T10:36:09Z |
| format | Article |
| id | doaj.art-bc29fc63340b4b07bbd44fa20b7735e9 |
| institution | Directory Open Access Journal |
| issn | 2399-1747 2398-4007 |
| language | English |
| last_indexed | 2024-04-11T10:36:09Z |
| publishDate | 2019-03-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | PSU Research Review |
| spelling | doaj.art-bc29fc63340b4b07bbd44fa20b7735e92022-12-22T04:29:17ZengEmerald PublishingPSU Research Review2399-17472398-40072019-03-0131162810.1108/PRR-07-2018-0023622709Effects of uses and gratifications on social media use: The Facebook case with multiple mediator analysisMd. Alamgir Hossain0Department of Management, Hajee Mohammad Danesh Science and Technology University, Dinajpur, BangladeshPurpose – 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.https://www.emerald.com/insight/content/doi/10.1108/PRR-07-2018-0023/full/pdf?title=effects-of-uses-and-gratifications-on-social-media-use-the-facebook-case-with-multiple-mediator-analysissubjective normhabitusage intention |
| spellingShingle | Md. Alamgir Hossain Effects of uses and gratifications on social media use: The Facebook case with multiple mediator analysis PSU Research Review subjective norm habit usage intention |
| title | Effects of uses and gratifications on social media use: The Facebook case with multiple mediator analysis |
| title_full | Effects of uses and gratifications on social media use: The Facebook case with multiple mediator analysis |
| title_fullStr | Effects of uses and gratifications on social media use: The Facebook case with multiple mediator analysis |
| title_full_unstemmed | Effects of uses and gratifications on social media use: The Facebook case with multiple mediator analysis |
| title_short | Effects of uses and gratifications on social media use: The Facebook case with multiple mediator analysis |
| title_sort | effects of uses and gratifications on social media use the facebook case with multiple mediator analysis |
| topic | subjective norm habit usage intention |
| url | https://www.emerald.com/insight/content/doi/10.1108/PRR-07-2018-0023/full/pdf?title=effects-of-uses-and-gratifications-on-social-media-use-the-facebook-case-with-multiple-mediator-analysis |
| work_keys_str_mv | AT mdalamgirhossain effectsofusesandgratificationsonsocialmediausethefacebookcasewithmultiplemediatoranalysis |