Why young consumers are not open to mobile marketing communications

This paper explores young people's motivations for using mobile phones. Older adolescents' everyday use of traditional and new forms of mediated communication were explored in the context of their everyday lives, with data generated from self-completion questionnaires, diaries and mini focus groups. The findings confirm the universal appeal of mobile phones to a youth audience. Social and entertainment-related motivations dominated, while information and commercially orientated contact were less appealing. While marketers are excited by the reach and possibilities for personalisation offered by mobile phones, young people associated commercial appropriation of this medium with irritation, intrusion and mistrust. In other words, while marketers celebrated mobile phones as a 'brand in the hand' of youth markets, young people themselves valued their mobiles as a 'friend in the hand'. This suggests that the way forward for mobile marketing communications is not seeking or pretending to be young consumers' friend, butrather offering content that helps them maintain or develop the personal friendships that matter to them

Roots Reloaded. Culture, Identity and Social Development in the Digital Age

This edited volume is designed to explore different perspectives of culture, identity and social development using the impact of the digital age as a common thread, aiming at interdisciplinary audiences. Cases of communities and individuals using new technology as a tool to preserve and explore their cultural heritage alongside new media as a source for social orientation ranging from language acquisition to health-related issues will be covered. Therefore, aspects such as Art and Cultural Studies, Media and Communication, Behavioral Science, Psychology, Philosophy and innovative approaches used by creative individuals are included. From the Aboriginal tribes of Australia, to the Maoris of New Zealand, to the mystical teachings of Sufi brotherhoods, the significance of the oral and written traditions and their current relation to online activities shall be discussed in the opening article. The book continues with a closer look at obesity awareness support groups and their impact on social media, Facebook usage in language learning context, smartphone addiction and internet dependency, as well as online media reporting of controversial ethical issues. The Digital progress has already left its dominating mark as the world entered the 21st century. Without a doubt, as technology continues its ascent, society will be faced with new and altering values in an effort to catch-up with this extraordinary Digitization, adapt satisfactorily in order to utilize these strong developments in everyday life

Multinational Web Uses and Gratifications: Measuring the Social Impact of Online Community Participation Across National Boundaries

This paper describes the rationale and findings from a multinational study of online uses and gratifications conducted in theUnited States,Korea, and theNetherlandsin spring 2003. Survey questions developed in three languages by native speaking researchers was presented to approximately 400 respondents in each country via the Web. Web uses and gratifications were analyzed cross-nationally in a comparative fashion focusing on involvement in different types of on-line communities. Findings indicate that demographic characteristics, cultural values, and Internet connection type emerged as critical factors that explain why the same technology is adopted differently

Communication and Community: The Impact of Closed Facebook Groups on Athletic Trainers

This qualitative research study will use semi-structured interviews to explore the motivations of athletic trainers using social media for professional collaboration. The socio-psychological tradition is used to frame the study. Communities of practice, uses and gratification theory, and the Wisdom of the Crowd model are used as the guiding theoretical perspectives as they provide a framework for understanding how and why athletic trainers use social media. This qualitative study sought to show the impact of closed Facebook Group participation on athletic trainers. How athletic trainers understand patient privacy laws when participating in closed Facebook groups for athletic trainers will also be explored

Interneti võimalused ja ohud: noorte online-praktikate mõju nende subjektiivsele heaolule

Väitekirja elektrooniline versioon ei sisalda publikatsioone.Teismelised on ühed kõige aktiivsemad internetikasutajad ja internet moodustab loomuliku osa nende igapäevaelust. Kuna internet on siiski suhteliselt uus meedium, mille kasutust ei raamista väga kindlad normid, kuid mille noored on väga kiirelt ja aktiivselt omaks võtnud, ärgitab see küsima, millist mõju internetikasutus noortele avaldab – kas positiivset või negatiivset. Heaolu kontseptsioonist lähtudes on doktoritöös vaatluse all nii internetikasutuse positiivsed kui ka negatiivsed küljed ning nende mõju noorte elukvaliteedile. Viimane aspekt on eriti oluline, kuna teismeiga on üks olulisemaid arenguperioode. Doktoritöös olid vaatluse all noorte online-praktikad – ühelt poolt blogimine kui positiivne ja teiselt poolt ülemäärane internetikasutus kui problemaatiline praktika – ning see, kuidas ja missugustel tingimustel need suurendavad või vähendavad noore heaolu. Nii meediumi valikut kui kasutust kujundavad laiemad kontekstuaalsed tegurid nagu vanus, sugu ja sotsiaalne keskkond (näiteks suhted pere ja eakaaslastega) ning ühiskondlikud tingimused (kultuuriline tasand), milles inimene elab, aga ka meediumi enda või selle rakenduste omadused. Seega võib järeldada, et just kontekst loob ja määrab internetikasutuse võimalikud positiivsed või negatiivsed tulemid. Internetikasutusel võivad olla erinevad tagajärjed. Näiteks avaldavad noored blogides enamasti tõele vastavat sisu, millega nad kujundavad enda identiteeti ja hoiavad sotsiaalseid suhteid, või mis pakub võimalust pälvida tunnustust eakaaslaste hulgas. Samas jagavad noored blogis enda kohta intiimset infot, millel võivad olla negatiivsed tagajärjed. Ülemäärane internetikasutus on seotud nii psühholoogiliste probleemide, internetis veedetava aja kui ka noore digitaalsete oskustega ja sellega, mida ta online-keskkonnas teeb. Ülemäärane internetikasutus võib olla ühelt poolt toimetulekustrateegia, saamaks üle negatiivsetest emotsioonidest, kuna just noortele ekspertkasutajatele pakub internet mitmesuguseid võimalusi meelelahutuseks ja tujutõstmiseks. Teiselt poolt võib see toimetulekumehhanism avaldada pikemas perspektiivis noore heaolule negatiivset mõju.Teenagers have become the most prominent users of the Internet as they effortlessly incorporate the medium into their everyday lives. Due to the newness of the medium, only partially settled norms surrounding usage, and intensity with which the online space was adopted by the youth, much attention has been paid to dwell upon whether the usage of the Internet by the young people brings along positive or negative outcomes. The concept of well-being is used in the thesis to simultaneously look both at the positive and negative aspects of Internet use and to ask how these phenomena are related to young people’s quality of life. The latter question is especially important as adolescence is the formative period in young people’s development. The thesis looked at online practices – blogging as a positive side, and excessive Internet use as a problematic one – and how and in what condition they increase or decrease the well-being of the young. The findings suggest that both media choice and usage, as well as the well-being of the young Internet users, are framed by larger contextual factors – age and gender of the user; social environment (e.g. family and peer influence) and societal (cultural level) conditions individuals live in; and the structural characteristics of the medium or its applications. Hence, the thesis suggests that it is the context which creates and defines the positivity and negativity of certain outcomes of Internet usage. For instance, adolescent bloggers primarily stay truthful to their offline selves in their blogs, and hence the practice could be seen as a mechanism for maintaining one’s identity and social contacts, but also as an opportunity to seek prestige and competence among the peer group. At the same time, revealing intimate details about one’s life in a blog can also lead to possible negative consequences. Excessive Internet use among the young is related to psychological distress and the time spent online but also to one’s digital skills and the activities one engages in online. Hence, on the one hand, excessive Internet use may be a coping strategy, especially for more expert young users of the medium, as it offers a wide range of opportunities for mood management and entertainment; on the other hand, it may have negative outcomes on one’s well-being in the long run

Digitalizing Religion in the Age of COVID-19: A Uses and Gratifications Perspective

The current COVID-19 pandemic has impacted people’s religious behavior around the world. Due to the coronavirus outbreak, most in-person religious services have shifted to virtual platforms. The online religious transition amidst the outbreak has alleviated many issues for worshippers as it provided them with a sanctuary space to connect with their faith and community. According to a 2020 Pew Research analysis, the pandemic has made many Americans change their religious habits by watching religious content online instead of physically engaging with their local religious institution. This dissertation provides a preliminary examination of this phenomenon by exploring the role of digital media in connecting people with their religion during the COVID-19 pandemic. A mixed-method analysis was implied in this study, starting with in-depth interviews among a small group of Muslims (N=20) between 2021 and 2022. The interview data revealed many aspects of Muslims’ religious digital media uses and gratifications during the outbreak. Several key themes have emerged from the qualitative data reflecting on the individual relationship with their faith in the digital world while also analyzing the long-term impacts and the aftermath of the pandemic in the digitalization of religion. Qualitative findings were then tested in a larger and more diverse sample through an online survey on Amazon MTurk (N=489). The survey results further illustrate other characteristics that can shape digital religion practices. These factors were related to the individual level of religiosity, attitudes toward technology, sense of belonging, and digital media religious consumption

Relationships to Video Game Streamers: Examining Gratifications, Parasocial Relationships, Fandom, and Community Affiliation Online

Advances in media consumption and viewership have expanded the use of virtual communities such as streaming platforms (e.g., Twitch,tv, Azubu.tv, YouTube Gaming, AfreecaTV) and the ways individuals satisfy individual and social gratifications within these communities. Further, the connection viewers make with streamers as both fans and parasocially (i.e., a perceived friendship with media figure) has a number of implications for the communities that support them. This dissertation tested fandom and parasocial relationships (PSR) as mediators of the relationship between sense of community (SOC) and gratifications. Users of streaming platforms (N = 624) were surveyed regarding the gratifications they seek from streaming platforms, their fandom and PSR with their favorite streamer, and their sense of community on the site. Mediation analysis showed that PSR and fandom mediated the relationships between SOC and the gratifications of relaxing entertainment, expressive information sharing, and escapism. In other words, viewers for whom these gratifications were more salient reported higher PSR and fandom, and higher PSR and fandom predicted higher SOC. Unlike PSR, fandom mediated the relationship between SOC and the gratifications of cool and new trend and companionship. There are a number of theoretical and practical implications of PSR and fandom as they relate to gratifications and SOC. Specifically, the social nature of streaming platforms provide new opportunities for media consumers to satisfy individual and social gratifications. Additionally, the swings in popularity of microcelebrities on streaming platforms aligns well with traditional celebrity worship research (i.e., popularity dictates who receives special promotion). Streaming platforms provide opportunities for the building and maintenance of relationships comparable to previous research on streaming platforms. Ultimately, the streamer acts as the mechanism that enables to relationship between gratifications and SOC for stream viewers

Communities on Social Networking Sites: Testing a Socio-Cognitive Model for Brand Page Usage

In recent years many corporations have become active on social networking sites (SNS). However, our understanding about how and why community members use corporate pages on SNS has not kept pace. In our study, we test a socio-cognitive model of brand page usage to investigate users’ incentives to consume and interact with corporations on Facebook. In order to do so, we conducted an online survey (N=1294) and analyzed our data using exploratory (EFA) and confirmatory factor analyses (CFA). We find that motives among the activity, self-reactive-novel and monetary incentive dimension drive consumption behavior; incentives among the status, practical-novel and self-reactive dimension drive participation; and finally, social, self-reactive and status incentives were found to stimulate production behavior on Facebook brand pages. The implications for community management on SNS will be discussed at the end of the paper

Gledanje videoigara: što potiče gledanje igranja videoigara na YouTubeu?

This article addresses the phenomenon of gameplay video watching on YouTube. The study investigates what drives people to watch gameplay videos and what gratifications they seek in performing the activity of gameplay viewing. To this end, the authors adopted the uses and gratifications theory (UGT) and a qualitative methodology involving three online discussion groups with 100 members of international gameplay communities. While the results pinpoint the attractiveness of the player as the most important motive, other reasons, such as preview and learning aspects or substitution for the real game, also appear to be important. The qualitative approach enabled to uncover unique aspects of the motives of watching YouTube gameplay videos. In this respect, five distinctive types of gameplay viewers are identified – Spectator, Performer, Selector, Viewer, and Substitutor – where each of them seems to engage in such practices with specific motives and accompanying gratifications.Ovaj se znanstveni rad bavi fenomenom gledanja videa na YouTubeu koji prikazuju igranje videoigara. Studija ispituje što ljude potiče na gledanje igranja videoigara te koje zadovoljstvo u tome traže. Autori se pozivaju na teoriju koristi i nagrada (uses and gratifications theory – UGT) te se koriste kvalitativnom metodologijom. Autori su proveli tri online grupne rasprave sa 100 članova međunarodne gaming zajednice. Iako se u kao najvažiji motiv gledanja ističe atraktivnost igrača, važni su i drugi razlozi, poput promatranja i učenja, ali i zamjene za pravo igranje. Taj kvalitativni pristup omogućuje otkrivanje jedinstvenih aspekata motiva gledanja igranja videoigara na Youtubeu. Tako je u ovom radu identificirano pet različitih vrsta gledatelja – promatrač, izvođač, onaj koji bira, gledatelj i zamjena – pri čemu se svaki uključuje u gledanje videoigara zbog specifičnih motiva i pratećeg zadovoljstva