Carrying Forward the Uses and Grats 2.0 Agenda: An Affordance-Driven Measure of Social Media Uses and Gratifications. Issue 3 (3rd July 2018)

• Record Type: Journal Article
• Authors: Rathnayake, Chamil; Winter, Jenifer Sunrise
• Is Part Of: Journal of broadcasting & electronic media. Volume 62:Issue 3(2018)
• Page Start: 371
• Page End: 389
• Publication Date: 2018-07-03
• Subjects: Broadcasting -- Periodicals; Telecommunication -- Periodicals; 384.54
• DOI: 10.1080/08838151.2018.1451861
• Languages: English
• ISSNs: 0883-8151

Abstract

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.