The uses and gratifications of using Facebook music listening applications

Despite rapid adoption of social media as a means of music listening, little is known about users’ motivations. This study applies the uses and gratifications approach to users’ motivations for using music listening applications on Facebook. Participants completed an online survey, and 153 out of 576 respondents indicated that they used a Facebook music listening application. A principal axis factor analysis identified three different motivations for this usage, namely entertainment, communication, and habitual diversion gratifications. The entertainment and communication gratifications replicate those found in prior uses and gratifications research concerning other social networking features, illustrating the strong similarity between uses of music and social media. However, the habitual diversion gratification may serve to distinguish listening applications from other features. Identifying and explaining these factors is relevant to social media users, musicians and application designers, as they explain what motivates a means of music listening that is gaining prominence

A uses and gratifications approach to considering the music formats that people use most often

With many ways for consumers to access and consume music, little is known about why people choose to listen to music via one format over another. Using a uses and gratifications approach, the present research used an online questionnaire (N =440) to examine people’s format use, concerning six particular formats. The results suggest that eight dimensions, namely usability and intention to use, discovery, functional utility, flexibility, connection, social norms, value for money, and playback diversity, define the uses and gratifications that particular formats serve. When considering whether format use was related to broader music engagement behaviours, results indicated different associations between music engagement variables and format use suggesting that different formats allow listeners to engage with music in unique ways. Findings have implications for future research that examines how and why people engage with music listening in everyday life, elaborating further our understanding of how selection of particular formats can lead to different listening experiences

Music Consumption in the Dominican Republic: Technological Changes, Uses, and Gratifications

Music consumption has been transformed by technological changes during the last three decades; the introduction of streaming technologies and the expansion of the global music market have changed the way people in various countries engage with music in daily life. Previous research on music consumption points to the uses and gratifications often sought by audiences, as well as the motives that drive their consumption habits. While most studies have centered on audiences from the developing world, this study focuses particularly on music consumption in the Dominican Republic. The data was collected through an online survey that inquired about the platforms used by people in the Dominican Republic to consume music, the gratifications sought when engaging with various music genres, and the motivations behind their choice of streaming services. Findings show that people in the Dominican Republic rely mainly on free streaming services such as Spotify when consuming music, and tend to listen to music in specific locations (such as their cars) and at particular times during the day (such as mornings and evenings). The study found a significant correlation between an engagement with particular genres and specific gratifications (such as listening to soft music as a form of therapy and mood management). The main gratifications identified in relationship to music consumption were pleasure, relaxation, and diversion

Marketing Latin Alternative Music Through Social Networking Sites

This thesis examined the marketing strategies for Latin alternative music used on MySpace, Facebook, and Al Borde (On the Edge). This study found that the understanding of the target demographic was important for implementing successful marketing strategies to niche audiences. Marketing Latin alternative music has not been successful at a mainstream level; therefore, marketers have targeted niche communities on social networking sites. The most dominant strategy used involved the status update feature on Facebook. It allowed musicians and marketers to communicate information and media to a large network of individuals across the country. Three other major strategies included event invitations, blogs, and the use of various types of digital media. They were also communicated through the status updates on Facebook. Finally, this thesis examined the transmission of culture, and it was found that culture was transmitted through the shared attitudes, beliefs, values, languages, and activities between the artists and the audience

Examining the Role of Music Streaming Motives, Social Identification, and Technological Engagement in Digital Music Streaming Service Use

According to the Nielsen Music 360 Research Report, 67% of all music consumers in the United States used digital music streaming services to listen, discover, and share music online in 2014 (The Nielsen Company, 2014). As such, communications scholars and music industry professionals are beginning to recognize the importance of understanding the factors that influence digital music listener behavior. Therefore, this study proposes an expanded theory of planned behavior model (TPB) by incorporating music streaming motives, social identification, and technological engagement into the original TPB model framework in an effort to gain a better understanding of people\u27s intentions to use digital music streaming services as well as the amount of time spent listening to them. Results suggest that both the original TPB and expanded TPB models can be successfully applied within the context of digital music streaming service use. Specifically, attitudes as well as convenience emerged as positive contributors to intention to use digital music streaming services, while entertainment along with social identification, technological engagement, and behavioral intention emerged as positive contributors to streaming behavior. Additionally, information seeking and pass time emerged as negative contributors to these two behavioral outcomes. However, adding these additional components only improved the overall ability of the expanded model to predict streaming behavior. Both models also explained a larger percentage of intention to use digital music streaming services as compared to total time spent listening. As a result, this study implies the practical importance of understanding the fundamental differences between what drives listener intentions to use digital music streaming services as compared to what drives the actual amount of time listeners spend using digital music streaming services

Examining the Role of Music Streaming Motives, Social Identification, and Technological Engagement in Digital Music Streaming Service Use

According to the Nielsen Music 360 Research Report, 67% of all music consumers in the United States used digital music streaming services to listen, discover, and share music online in 2014 (The Nielsen Company, 2014). As such, communications scholars and music industry professionals are beginning to recognize the importance of understanding the factors that influence digital music listener behavior. Therefore, this study proposes an expanded theory of planned behavior model (TPB) by incorporating music streaming motives, social identification, and technological engagement into the original TPB model framework in an effort to gain a better understanding of people\u27s intentions to use digital music streaming services as well as the amount of time spent listening to them. Results suggest that both the original TPB and expanded TPB models can be successfully applied within the context of digital music streaming service use. Specifically, attitudes as well as convenience emerged as positive contributors to intention to use digital music streaming services, while entertainment along with social identification, technological engagement, and behavioral intention emerged as positive contributors to streaming behavior. Additionally, information seeking and pass time emerged as negative contributors to these two behavioral outcomes. However, adding these additional components only improved the overall ability of the expanded model to predict streaming behavior. Both models also explained a larger percentage of intention to use digital music streaming services as compared to total time spent listening. As a result, this study implies the practical importance of understanding the fundamental differences between what drives listener intentions to use digital music streaming services as compared to what drives the actual amount of time listeners spend using digital music streaming services

Uses and Gratifications of digital photo sharing on Facebook

Despite the rapid adoption of Facebook as a means of photo sharing, minimal research has been conducted to understand user gratification behind this activity. In order to address this gap, the current study examines users’ gratifications in sharing photos on Facebook by applying Uses and Gratification (U&G) theory. An online survey completed by 368 respondents identified six different gratifications, namely, affection, attention seeking, disclosure, habit, information sharing, and social influence, behind sharing digital photos on Facebook. Some of the study’s prominent findings were: age was in positive correlation with disclosure and social influence gratifications; gender differences were identified among habit and disclosure gratifications; number of photos shared was negatively correlated with habit and information sharing gratifications. The study’s implications can be utilized to refine existing and develop new features and services bridging digital photos and social networking services.Peer reviewe

(Re)Connecting With Listeners: How Radio Stations are Reaching Beyond the Dial (and Their Competitors) to Connect With Their Audience

Radio has a history of adapting to new technologies to spread its signal farther and more efficiently to a larger audience. With the emergence of social media, the audience has begun to use non-traditional media channels to reach back and out to each other, thus by-passing traditional media outlets such as radio. Prior studies examined how the audience has shifted its daily routine to incorporate new technology. The present study sought to determine to what extent radio stations in New York State have adapted to use non-traditional media channels, how often they update those channels, and if revenue type had an effect on what channels were used to connect an ever-changing audience. Findings suggest that non-commercial public and college radio stations have the edge in the newest social media channels while commercial stations maintain their strength in local news and mobile apps. Findings suggest further routes for future study

SURVEI PENGGUNAAN MEDIA SOSIAL DI KALANGAN MAHASISWA KOTA PADANG MENGGUNAKAN TEORI USES AND GRATIFICATIONS

This research utilized theory uses and gratifications for discussing students’ behavior in taking advantages of social media. Respondents came from 3 public universities in the city of Padang. The data collection method was done by distributing questionnaires and interviews, then, the data analyzed statistically. The results concluded that 97% of students claimed as social media active users. Based on the type of the application, the messenger/ chat app. was more preferable then the social networks. WhatsApp is the most application used. As many as 96% of respondents claimed using it. Whereas Facebook, the most preferable application uses throughout the world, is only used by 36% of respondents. A large number of WhatsApp users is in line with their goals and benefits use this content. The majority (87%) of respondents use social media as a tool of communication, in addition to information retrieval, and social interaction