“…traditional or interactive media). It has been applied in various media including: radio (Herzog, 1940), TV (Bantz, 1982;Weaver III, 2003), cinema (Weaver III, Brosius & Mundorf, 1993), newspapers (Leung & Wei, 1998) and the Internet (Ferguson & Perse, 2000;Flanagin & Metzger, 2001). With regard to the latter, the Uses and Gratifications theory has been applied in a wide range of topics: for example, online games (Li , Lui, Xu, Heikkilä & Heijden, 2015); Web-based information services (Luo et al, 2011;Luo & Remus, 2014); Internet news browsing ; social networks (Johnson & Kaye, 2015) or SVWs (Mäntymäki & Riemer, 2014).…”