Carrying forward the uses and grats 2.0 agenda: an affordance-driven measure of social media uses and gratifications

Chamil Rathnayake, Jenifer Winter

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

The notion of social media affordances has not been adequately integrated into the uses and gratifications literature. Building on the MAIN model, an affordance-driven framework (Sundar, 2008; Sundar & Limperos, 2013), this study develops a social media uses and gratifications scale among a sample of 393 students. Results of the study support the conceptual accuracy of the MAIN model, as conceptualizing social media uses and gratifications as a second-order factor structure that classifies constructs into four 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 American citizens further confirms the applicability of the scale among a more diverse population.
Original languageEnglish
Pages (from-to)371-389
Number of pages19
JournalJournal of Broadcasting and Electronic Media
Volume62
Issue number3
Early online date12 Jul 2018
DOIs
Publication statusE-pub ahead of print - 12 Jul 2018

Keywords

  • social media uses
  • social media gratifications
  • uses and gratifications

Fingerprint Dive into the research topics of 'Carrying forward the uses and grats 2.0 agenda: an affordance-driven measure of social media uses and gratifications'. Together they form a unique fingerprint.

  • Cite this