Uses and Gratifications of Twitter: An Examination of User Motives and Satisfaction of Twitter Use

Uses and Gratifications of Twitter: An Examination of User Motives and Satisfaction of Twitter Use

by Philip R Johnson, Sung-Un Yang

View in Mendeley Desktop In your library Save reference to library

Association for Education in Journalism and Mass Communication (2009)

Volume: 54, Issue: August, Publisher: MIT Press, Pages: 32

Available from www.allacademic.com

or

Abstract

Our study applied a uses and gratifications approach to investigate Twitteran internet medium and micro-blogging platform with both mass and interpersonal communication features for sharing short messages to others. Twitter user motives (gratifications sought) and the perceived fulfillment of these motives (gratifications obtained) were examined. In addition, satisfaction of Twitter use was investigated by comparing the differences between gratifications sought and gratifications obtained. Two factors important to the use of Twitter were identified: social motives and information motives. Analysis found that information motives are positively related to Twitter use. Although counterintuitive to the social aspects of an internet medium like Twitter, social motives were not significantly related to Twitter use. Data suggest that Twitter is used primarily as an information source, rather than as a medium for satisfying social needs.

Cite this document ^(BETA)

Click to zoom in 2 pages available to preview

Available from www.allacademic.com

Close

Page 1

Uses and Gratifications of Twitter: An Examination of User Motives and Satisfaction of Twitter Use

Running Head: USES AND GRATIFICATIONS OF TWITTER Uses and Gratifications of Twitter: An Examination of User Motives and Satisfaction of Twitter Use Philip R. Johnson phjohnso@syr.edu Sung-Un Yang suyang@syr.edu S. I. Newhouse School of Public Communications Syracuse University 215 University Place Syracuse, NY 13244 Paper to be presented at the Communication Technology Division of the annual convention of the Association for Education in Journalism and Mass Communication in Boston, Massachusetts, August 2009.

Page 2

Uses and Gratifications of Twitter 2

Uses and Gratifications of Twitter: An Examination of User Motives and Satisfaction of Twitter Use Abstract Our study applied a uses and gratifications approach to investigate Twitter—an internet medium and micro-blogging platform with both mass and interpersonal communication features for sharing short messages to others. Twitter user motives (gratifications sought) and the perceived fulfillment of these motives (gratifications obtained) were examined. In addition, satisfaction of Twitter use was investigated by comparing the differences between gratifications sought and gratifications obtained. Two factors important to the use of Twitter were identified: social motives and information motives. Analysis found that information motives are positively related to Twitter use. Although counterintuitive to the social aspects of an internet medium like Twitter, social motives were not significantly related to Twitter use. Data suggest that Twitter is used primarily as an information source, rather than as a medium for satisfying social needs.