Can Escapist Use of Facebook be Triggered by Facebook Push Notification?

In this paper, the unplanned and spontaneous use of Facebook (FB) triggered by FB push notification (FPN) is explored. The concept of triggered FB use was introduced as a new type of FB use that is provoked intentionally by FB via personalized FPN. The results presented in the paper show that FPN are powerful instruments to get users back to FB. Even though FPN typically trigger users with one specific announcement, most users that react on them get immersed by the broad and persuasive offerings of FB and stay longer on the platform than it is necessary to act upon the activities promoted by the FPN. These longer stays often show escapist characteristics. Thus, FPN provide users an opportunity to escape spontaneously from the current activities and psychological states when FPN arrive. Positive gratification resulting from such spontaneous visits lays the ground for future positive reaction on FPN as users try to repeat the rewarding experience

Uncovering psychological gratifications affecting social media utilization : a multiblock hierarchical analysis

The purpose of this study is to examine internet users’ experience and gratifications of social media, which affect the utilization of the medium. The research model was developed in hierarchical multiblock, which consists of three key psychological components–personal, tension release, and social–that are derived from the Uses and Gratifications theoretical perspective. Data were collected through stratified probability sampling of 428 social media users using a web-based questionnaire. They were selected because they spend a significant amount of time on social media sites, at least on Facebook, Twitter, YouTube, LinkedIn, and Instagram. Based on hierarchical multiblock PLS analysis, the results confirmed that social media utilization is affected by three key component psychological factors. All of these factors play a significant part in influencing user attitude toward utilizing social media. The findings are believed to increase understanding, especially for user-experience designers (UXD) concerning venues that can be used for direct targeting in designing social media marketing. The implications and recommendations for future research are discussed

The effects of gratifications on intention to read citizen journalism news: The mediating effect of attitude

10.1016/j.chb.2014.03.054Computers in Human Behavior36129-13

Fake News and Editing: Marketing Techniques used to Spin Controversies in Video Mediums

This thesis explores the topic of fake news in today\u27s digital landscape by analyzing how young adults (18-2) form and change prior opinions based on the media they consume. I measured this by showing respondents one of two bias montages in response to Google\u27s Project Owl initiative. Project Owl is Google\u27s controversial attempt to regulate false or abusive news by launching new feedback forms in addition to altering their algorithm in a way the company has not yet disclosed to the public (Sullivan). Each self-edited montage is two minutes in length and together they cover two radically different responses to Project Owl: one is positioned critically against the principles behind this move by Google, and one is clearly in support of the company\u27s project. To test the effects of spinning each video to change viewers\u27 perception of Project Owl, I developed a survey and designed a study to collect data from one-hundred people. Of the hundred people surveyed, half were randomly assigned to watch video A and half were randomly assigned to watch video B. Each participant was asked to answer a set of questions before and after watching their assigned video. The survey was designed to provide data on how their responses to Project Owl change after watching their assigned video. By using surveys that target the effects on audiences of informative video compilations that spin Project Owl, the thesis shows the manipulation of editing and short-form informational social media videos have on society more broadly. The intricate project is especially relevant because, while President Donald Trump regularly reprimands the promotion of fake news through Twitter, left-wing activists argue that false information spread across the Internet contributed to the outcome of the 2016 election. These arguments from opposing sides are intensified in the 21st century age of New Media and information overload, a period in media history when the fact that the production and circulation of news can come from anyone, anywhere, and at any time means that the difficulty of assessing the authenticity and reliability of that information is increasing exponentially

Meme marketing: How marketers can drive better engagement using viral memes?

publishedVersio

The role of social media in HIV/AIDS communication: The relationship between perceived need and design utilities

Includes bibliographical references.This study aims to explore the role of social media in HIV/AIDS communication, by investigating the relationship between perceived need utilities of social media and the design utilities of the communication channel. Following the media richness theory (MRT) and channel expansion theory (CET), a model is proposed that suggests that need utilities drive social media utility. It is furthermore suggested that social media utility is positively associated with the design appropriateness of social media to create or consume HIV/AIDS content. The proposed model presents the interpersonal consumer expectations of message control, privacy, trust and endorsement as need utilities, while social media as a place to interact and a place to which to escape, are identified as social media utilities. As a high at-risk HIV- group, the research approach is outlined within the demographic segment of university students in the Western Cape, between the ages of 18 to 24 years. The constructs of social change (communication objective), social capital (product of communication) and social influence (targeted communication), are operationalised within a social media context to explore consumer motivations to interact or escape. The benefits and limitations of using social media for effective HIV/AIDS communication are also assessed, as these practically influence the perception of the role of a communication channel within a particular communication context. The research methodology firstly comprised of six qualitative focus group discussions, which assisted in the generation of the hypotheses and facilitated the formulation of the conceptual model. Secondly, data from 991 online surveys were analysed to quantitatively test the formulated hypotheses and gauge support for the proposed model. The results support the hypotheses and proposed model, by indicating that need utilities drive social media utility, which in turn drive design appropriateness. Furthermore, the results also reveal that the social media utility of being a place to interact is positively associated with the design appropriateness of social media for HIV/AIDS content creation and consumption. The perception of social media as a place to which to escape, however negatively affects the design appropriateness of social media for HIV/AIDS content creation and consumption. The study discusses the implications for health communication from an integrated marketing communications approach and puts forward recommendations for strategy development, as well as monitoring and evaluation. Lastly several recommendations are put forward for future research

Immersion in video games, creative self-efficacy, and political participation

Data from a cross-national survey (N = 801) of young adults in Australia, the Philippines, South Korea, and the U.S. (Guam, Hawaii, Continental U.S.) were analyzed to explore the relationships between the three subcomponents of the immersion motivation of video game play—discovery, role-play, and customization (Yee, 2006)—creative self-efficacy, and political participation. Findings reveal role-play and creative self-efficacy are positively associated with political participation; discovery and role-play are positively associated with creative self-efficacy. Furthermore, discovery, role-play, and customization had small indirect effects on political participation via creative self-efficacy

Why Do People Stick with a Specific Social Networking Site? An Integrated Relationship and Uses Gratification Perspective

Since their inception, social networking sites (SNSs) have experienced exponential growth. While substantial research has been dedicated to users’ initial adoption of SNSs, the fall of MySpace reminds us that the long-term success of SNSs depends on users’ post adoption staying power. Inspired by this, this work-in-progress investigates users’ “stickiness” with a specific SNS. Based on Li et al. (2006)’s Commitment-Trust Model of Website Stickiness (CTM), this paper focuses on the relationships between SNSs and users. To refine CTM in the new context, we further borrow the Uses and Gratifications Theory from the Communication field to propose an integrated model

Immersion in video games, creative self-efficacy, and political participation

Data from a cross-national survey (N = 801) of young adults in Australia, the Philippines, South Korea, and the U.S. (Guam, Hawaii, Continental U.S.) were analyzed to explore the relationships between the three subcomponents of the immersion motivation of video game play—discovery, role-play, and customization (Yee, 2006)—creative self-efficacy, and political participation. Findings reveal role-play and creative self-efficacy are positively associated with political participation; discovery and role-play are positively associated with creative self-efficacy. Furthermore, discovery, role-play, and customization had small indirect effects on political participation via creative self-efficacy