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. (https://doi.org/10.1080/08838151.2018.1451861)

[thumbnail of Rathnayake-Winter-JBEM-2016-Carrying-forward-the-uses-and-grats-2-0-agenda-an-affordance-driven]
Preview
 Text. Filename: Rathnayake_Winter_JBEM_2016_Carrying_forward_the_uses_and_grats_2_0_agenda_an_affordance_driven.pdf
Accepted Author Manuscript
Download (882kB)| Preview

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.

CORE (COnnecting REpositories)