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What is Uses and Gratifications

Chapter 154
Encyclopedia of E-Commerce Development, Implementation, and Management
Cognitive, affective and behavioral gratifications that consumers seek via social media use.
Published in Chapter:
Social Media Marketing: Psychological Insights, Managerial Implications, and Future Research Directions
Carolyn A. Lin (University of Connecticut, USA) and Philipp A. Rauschnabel (University of Michigan-Dearborn, USA)
Copyright: © 2016 |Pages: 15
DOI: 10.4018/978-1-4666-9787-4.ch154
Full Text Chapter Download: US $37.50 Add to Cart
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Chapter 5
Motivational Factors That Influence the Intention to Watch a Spectator Sports Product: The Case of the National Women's Soccer League
An approach in media studies that views the recipient of an entertainment media product as an active subject, who selects an available media product with the intention to satisfy his or her media needs or wants.
Published in Chapter: Motivational Factors That Influence the Intention to Watch a Spectator Sports Product: The Case of the National Women's Soccer League; From: The Role of Brands in an Era of Over-Information
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Chapter 433
Motivations for Internet Use
Customer activities and the enjoyment that derives from such activities, particularly in a mass media context.
Published in Chapter: Motivations for Internet Use; From: Encyclopedia of Information Science and Technology, Second Edition
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Chapter 7
Uses and Gratifications of “The Last Dance” and the Viewing Intention for a Chicago Bulls Game: A Sports Documentary Series as a Promotional Tool
A communication theory that examines how individuals actively seek out and use media to fulfill specific needs, desires, and gratifications.
Published in Chapter: Uses and Gratifications of “The Last Dance” and the Viewing Intention for a Chicago Bulls Game: A Sports Documentary Series as a Promotional Tool; From: Exploring the Impact of OTT Media on Global Societies
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Chapter 11
Exploring Antecedents to Adopt Mobile Augmented Reality Applications: A Uses and Gratifications Approach
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