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.

    Author(s):Rathnayake, Chamil ORCID logoORCID: https://orcid.org/0000-0003-1964-2639 and Winter, Jenifer
    Item type:Article
    ID code:64230
    Keywords:social media uses, social media gratifications, uses and gratifications, Broadcasting, Communication, Cultural Studies
    Subjects:Language and Literature > Literature (General) > Broadcasting
    Department:Faculty of Humanities and Social Sciences (HaSS) > School of Humanities > Journalism
    Depositing user: Pure Administrator
    Date deposited:05 Jun 2018 14:00
    Last modified:06 Dec 2019 02:16
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/64230
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