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Social Media Stickiness in the Z Generation: A Study Based on the Uses and Gratifications Theory
Hoque Saiful,Hossain Md. Alamgir 한국과학기술정보연구원 2023 Journal of Information Science Theory and Practice Vol.11 No.4
The purpose of this study is to investigate how uses and gratifications motivations increase social media stickiness, with a special focus on media engagement as a key mediator. Data were gathered via a survey questionnaire from Bangladeshi Z Generation social media users, which was quantitative in nature. For the analysis of 258 survey samples, structural equation modeling methodology was used. The results show that social media engagement and social media stickiness are positively impacted by uses and gratifications motivations such as social interaction, information, convenience, and entertainment. The study also found evidence of a relationship between uses and gratification motivations and social media stickiness, which is also mediated by emotional attachment. Understanding the motivations and gratifications sought by Z Generation users on social media platforms can help design strategies to enhance engagement and loyalty, ultimately leading to improved user retention and platform success. By identifying and addressing the specific needs and desires of the Z Generation, social media platforms can tailor their features, content, and user experiences to foster a stronger sense of connection and satisfaction, resulting in increased user engagement and prolonged usage.
Nexus between consumer satisfaction and purchase in-tention in mobile advertising
( Md. Shourav Hossain ),( Saiful Hoque ),( Israt Jahan Rupa ),( Nusrat Jahan ),( Md. Alamgir Hossain ) 고려대학교 정보문화연구소 2023 커뮤니케이션 科學 Vol.36 No.1
The purpose of this research is to understand the nexus between consumer satisfaction and purchase intention towards mobile advertising. Primary data was collected through an online structured questionnaire, and the statements in the questionnaire were drawn from existing literatures. SPSS and structural equation modeling were used to analyze the data that the questionnaire yielded. The results show the significant influence of monetary benefit, hedonic benefit, infor-mativeness, and social pressure on customer satisfaction. In addition, this research discovers the positive relationship between consumer satisfaction and purchase intention that broadens the opportunity to achieve sustainable economic benefit from mobile advertising. The results revealed that most of the respondents have a positive attitude towards mobile advertisement and provide a useful guideline for in-vestigating the effectiveness of mobile advertising. The study would substantially contribute to explorations of the country’s mobile advertising sector by understanding the nexus between consumer satisfaction and purchase intention. Specifically, this study expands on past studies by demonstrating how developing context interacts with a variety of value drivers (informativeness, hedonic benefit, monetary benefits, and social pressure) at once. Researchers need to focus more on interaction effects of these on customer satisfaction and purchase intention, which have only recently received attention. Advertisers may focus on these aspects in their advertising to increase customer satisfaction and the likelihood that they will make a good purchase decision. By comprehending the underlying motives, marketers can create more relevant and interesting mobile ad experiences that connect with customers. Managers should put their efforts into making mobile advertising as effective as possible by offering relevant information and extremely pertinent advertisements.