Gratifications of digital media

This research aims to investigate the impact of digital content marketing (DCM) motivations on customer purchase intention through their engagement. In which, moderator effect of brand trust is considered. Applying Uses and Gratification Theory (UGT), the DCM motivations were classified into information, entertainment, social interaction, and remuneration.

19p viindra 06-09-2023 8 4   Download

Chapter 2 - Perspectives on mass communication. In this chapter, you will learn to: understand the differences between the functional approach and the critical/cultural approach to studying mass communications; explain the value of each approach in the analysis of the mass communication process; describe the five functions mass media perform for society; explain uses and gratifications analysis; recognize the dysfunctions of mass communication; understand the concepts of meaning, hegemony, and ideology.

19p tradaviahe15 23-02-2021 21 5   Download

This paper reveals findings from observations towards the digital media users in four countries in Southeast Asia using 5 key indicators; namely self-expression, learning needs, leisure & entertainment, escape from real life and killing time, with an analysis from the demographic perspective of the respondents including gender, education, country and age.

6p tozontozon 25-04-2020 5 1   Download

Chapter 2 - Perspectives on mass communication. In this chapter, you will learn to: understand the differences between the functional approach and the critical/cultural approach to studying mass communications; explain the value of each approach in the analysis of the mass communication process; describe the five functions mass media perform for society; explain uses and gratifications analysis; recognize the dysfunctions of mass communication; understand the concepts of meaning, hegemony, and ideology.

19p nomoney9 04-04-2017 67 5   Download