Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 5 of 5 for “"Uses and Gratification Theory"”.
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The role of effective communication in reducing overspending among rural people in Kwadlangezwa, South Africa
Spending beyond one’s income and budget is a complex and global issue. Consumers obtain information about goods or services from various media to show the importance of communication in every sphere of life. This work examined the role of effective communication in reducing overspending among rural …
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A Disney Romance for the Ages: Idealistic Beliefs of Romantic Relationships Held By Youth
The Disney Princess Brand includes 11 Disney Princess films from Snow White and the Seven Dwarfs (1937) to Brave (2012). The goal of this campaign is for audiences to be entertained by the narratives while encouraging identification with the princesses in the films (Do Rozario, 2004; Orenstein, …
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The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia
… (online communities, interaction, entertainment and perceived trust) and Generation Y online purchase behaviour of low involvement products in sub-urban areas. Additionally, the study also investigated the moderating effect of consumer engagement between social media marketing and Generation Y …
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Why Pass On Fashion Viral Message? The Moderating Role of Consumers’ Fashion Traits, Message Traits and Individual Dynamics Traits in Social Media
… is known about the motivations, attitudes, and behaviors of consumers engaged in this marketing instrument. As the social media platform continues to grow, understanding the characteristics and motivations of key players is invaluable for marketers and communicators who deal with message …
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Getting Lost in Email: How and Why Users Spend More Time in Email than Intended
… lives, particularly how users attend to email and get lost within it, I ran five studies that probed how users determined relevancy of messages, logged interactions with email, gathered diary entries related to individual sessions, and investigated the gratifications sought from email use. For …