Determining the Factors that Affect University Students and Academicians’ Social Media Usage & Gratifications
By the help of rapid developments in technology and new trends in social media platform, consumers’ behavior on digital platform has started to change. Users adopted a wide range of digital technologies into their communication. It remains unclear why they adopt multiple forms of social media instea...
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| Autores principales: | , , , |
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| Formato: | article |
| Lenguaje: | EN TR |
| Publicado: |
Erciyes University
2019
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/1ec11408cbe647549b6ec0632f46bb55 |
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| Sumario: | By the help of rapid developments in technology and new trends in social media platform,
consumers’ behavior on digital platform has started to change. Users adopted a wide range
of digital technologies into their communication. It remains unclear why they adopt multiple
forms of social media instead of traditional media. In this context, the main purpose of this
study investigates factors that affect university students and academicians being on social
media, by the context of uses and gratification theory. In this context, data were collected
from 345 university students and 87 academicians, by the technique of “easy sampling
method“. Data management and analysis is performed by using SPSS 20.0 program. Results
indicate that among the factors affecting the social media usage of the university students,
there are differences between the genders in terms of the dimensions of socialization and
obtaining information. In detail, the female participants are more satisfied than the female
participants according to socializing and it is the vice versa for obtaining information. For
academicians, there is a significant difference in terms of entertainment and information
seeking dimensions, with the male participants having a higher average than the female
participants. |
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