Carrying forward the uses and grats 2.0 agenda : an affordance-driven measure of social media uses and gratifications

Rathnayake, Chamil and Winter, Jenifer (2018) Carrying forward the uses and grats 2.0 agenda : an affordance-driven measure of social media uses and gratifications. Journal of Broadcasting and Electronic Media, 62 (3). pp. 371-389.

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Abstract

The notion of social media affordances has not been adequately integrated into the uses and gratifications literature. Building on the MAIN model, an affordance-driven framework (Sundar, 2008; Sundar & Limperos, 2013), this study develops a social media uses and gratifications scale among a sample of 393 students. Results of the study support the conceptual accuracy of the MAIN model, as conceptualizing social media uses and gratifications as a second-order factor structure that classifies constructs into four different types of affordances displays similar goodness-of-fit to a single-order factor structure. A confirmatory factor analysis with a second sample of 313 American citizens further confirms the applicability of the scale among a more diverse population.