Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/63444

Carrying forward the Uses and Grats 2.0 agenda: An affordance-driven measure of social media uses and gratifications

Item Summary

Title:Carrying forward the Uses and Grats 2.0 agenda: An affordance-driven measure of social media uses and gratifications
Authors:Rathnayake, Chamil
Winter, Jenifer Sunrise
Keywords:uses and gratifications
social media
affordances
Date Issued:2018
Publisher:Routledge
Citation:Rathnayake, C., & Winter, J. S. (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), 371–389. doi:10.1080/0960085X.2018.1435232
Abstract:The notion of social media affordances has not been fully integrated into the uses and gratifications literature. Building on the MAIN (modality, agency, interactivity, and navigability) model, this study develops and tests a social media uses and gratifications scale with a sample of 393 college students. Results of the study support the MAIN model, as conceptualizing social media uses and gratifications as a second-order factor structure with 4 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 adults further confirms the applicability of the scale among the general population.
Description:Peer-reviewed journal article
Pages/Duration:20 pages
URI:http://hdl.handle.net/10125/63444
DOI:10.1080/0960085X.2018.1435232
Volume:62
Issue/Number:3
Appears in Collections: School of Communications Faculty & Researcher Works


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