On the Use of the Mass Media for Important Things

Katz, Elihu; Gurevitch, Michael; Haas, Hadassah

doi:10.2307/2094393

Cited by 1,153 publications

(750 citation statements)

References 14 publications

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“…The factor arousal in Rubin's (1983) initial work was not replicated in this later study that informed much of subsequent uses and gratification research. Likewise, results of early uses and gratification studies that revealed more serious gratification factors such as experiencing beauty and raising morale (Katz, Gurevitch, & Haas, 1973), or self-development (Tesser, Millar, & Wu, 1988) did not generate systematic follow-up research.…”

Section: Rationale Of the Present Researchmentioning

confidence: 95%

Emotional Gratification in Entertainment Experience. Why Viewers of Movies and Television Series Find it Rewarding to Experience Emotions

2012

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Section: Rationale Of the Present Researchmentioning

confidence: 95%

Emotional Gratification in Entertainment Experience. Why Viewers of Movies and Television Series Find it Rewarding to Experience Emotions

2012

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“…Theories specific to human motivation for consuming or being involved in particular media have appeared in the area of media studies, e.g. the Needs and Gratifications theory (Katz et al 1973) which explains the users motivation to interact with particular media with their inherent needs for entertainment, information and which can be hampered by irritation.…”

Section: Theories Of Motivation From Other Areasmentioning

confidence: 99%

Motivating participation in social computing applications: a user modeling perspective

Vassileva

2012

User Model User-Adap Inter

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The explosive growth of Web-based social applications over the last 10 years has led people to engage in online communities for various purposes: to work, learn, play, share time and mementos with friends and family and engage in public action. Social Computing Applications (SCA) allow users to discuss various topics in online forums, share their thoughts in blogs, share photos, videos, bookmarks, and connect with friends through social networks. Yet, the design of successful social applications that attract and sustain active contribution by their users still remains more of an art than a science. My research over the last 10 years has been based on the hypothesis that it is possible to incorporate mechanisms and tools in the design of the social application that can motivate users to participate, and more generally, to change their behavior in a desirable way, which is beneficial for the community. Since different people are motivated by different things, it can be expected that personalizing the incentives and the way the rewards are presented to the individual, would be beneficial. Also since communities have different needs in different phases of their existence, it is necessary to model the changing needs of communities and adapt the incentive mechanisms accordingly, to attract the kind of contributions that are beneficial. Therefore User and Group (Community) Modeling is an important area in the design of incentive mechanisms. This paper presents an overview of different approaches to motivate users to participate. These approaches are based on various theories from the area of social psychology and behavioral economics and involve rewards mechanisms, reputation, open group user modeling, and social visualization. Future trends are outlined towards convergence with the areas of persuasive systems design, adaptive/personalized systems, and intelligent social learning environments.

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“…These groups will extensively influence consumers' behavior (Blackwell, Miniard, & Engel, 2001;Compeau & Higgins, 1995aEvans, Jamal, & Foxall, 2006;Shimp & Kavas, 1984) and generally comprises of consumer's family members, friends or colleagues at their workplace (Blackwell, et al, 2001;Katz, Hass, & Gurevitech, 1973;Kotler & Armstrong, 2001;McDaniel, Lamb, & Hair, 2006;Pavlou & Stewart, 2000). Since they usually hold a remarkable credibility, consumers always refer to these groups to obtain an opinion about their activities (Bandura, 1986;Compeau & Higgins, 1995aTeo & Pok, 2003).…”

Section: Review Of Literaturesmentioning

confidence: 99%

Malaysian Consumers Attitude towards Mobile Advertising, the Role of Permission and Its Impact on Purchase Intention: A Structural Equation Modeling Approach

Noor¹,

Jayashree²,

Ismail³

2013

ASS

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The recent development of a global telecommunication technology provides a new mechanism for companies to promote their products and services. This modern electronic advertising concept is commercially known as mobile advertising. Despite its remarkable opportunities claimed by many quarters, the attitude of Malaysian consumers towards mobile advertising remains unclear. A wise understanding is essential to ensure the effective use of this medium in the future. This study analyzed the consumers' attitude towards mobile advertising and their intention to purchase the advertised products and services. The conceptual framework for this study was derived from the abstract ideas of the Theory of Planned Behavior and the Theory of Permission Marketing. Accordingly, factors such as subjective norms and perceived behavioral control also included to understand its impact on the purchase intention. More importantly, the dimension of permission also included to understand its role between the attitude towards mobile advertising and purchase intention. The convenience sampling technique was applied to obtain responses from the mobile phone users throughout Malaysia. It resulted in 856 usable responses. The analysis of Structural Equation Modeling (SEM) confirmed that the proposed conceptual model fits well within the context of Malaysian consumers. The results of SEM demonstrated significant relationships between the consumers' attitude towards mobile advertising, subjective norms, perceived behavioral control and their intention to purchase products and services. Further analysis also found that the dimension of permission partially mediates the relationship between the attitude and purchase intention. The study reveals several implications for theory and practice relating to the future development of the mobile advertising industry in this country.

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On the Use of the Mass Media for Important Things

Cited by 1,153 publications

References 14 publications

Emotional Gratification in Entertainment Experience. Why Viewers of Movies and Television Series Find it Rewarding to Experience Emotions

Emotional Gratification in Entertainment Experience. Why Viewers of Movies and Television Series Find it Rewarding to Experience Emotions

Motivating participation in social computing applications: a user modeling perspective

Malaysian Consumers Attitude towards Mobile Advertising, the Role of Permission and Its Impact on Purchase Intention: A Structural Equation Modeling Approach

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