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

Teresa Treviño , Flor Morton, Carolina Robles

Producción científica

3 Citas (Scopus)

Resumen

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.

Idioma originalEnglish
Título de la publicación alojadaDevelopments in Marketing Science
Subtítulo de la publicación alojadaProceedings of the Academy of Marketing Science
EditorialSpringer Nature
Páginas331-342
Número de páginas12
DOI
EstadoPublished - 2016

Serie de la publicación

NombreDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (versión impresa)2363-6165
ISSN (versión digital)2363-6173

Nota bibliográfica

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

All Science Journal Classification (ASJC) codes

  • Marketing
  • Estrategia y gestión

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