Uses and Gratifications of Social Networking Sites: Towards the Construction of a Measuring Instrument

Teresa Treviño , Flor Morton, Carolina Robles

Research output: Chapter in Book/Report/Conference proceedingChapter

3 Citations (Scopus)

Abstract

Social media sites have attracted users since their introduction, and today people use them in their daily activities. For this reason, there is an increased interest in studying social media sites and how people use them. However, there has been little research that considers the motivations in using social networking sites and the factors that influence this usage patterns. The purpose of this empiric research paper is to construct a valid instrument that can shed light on why people are using social media on a daily basis, based on the premises of the uses and gratifications theory. Results from the Cronbach alpha, as well as the estimated model suggested that in general, it represented a good instrument when trying to measure the motivations of social media usage.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages331-342
Number of pages12
DOIs
Publication statusPublished - 2016

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2016, The Academy of Marketing Science.

All Science Journal Classification (ASJC) codes

  • Marketing
  • Strategy and Management

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