The Uses And Gratifications Of Facebook.Com: An Exploratory Study Of University Students In Pakistan

Facebook has a high penetration rate among university students in the Pakistan, yet few academic studies seek to theoretically understand its popularity and uses. This study explored university students' uses and gratifications of Facebook.com. The Uses and Gratifications Theory (U&G) appro...

Full description

Saved in:

Bibliographic Details
Main Author:	Mahmood, Zubair
Format:	Thesis
Language:	English
Published:	2019
Subjects:	P87-96 Communication Mass media
Online Access:	http://eprints.usm.my/48371/1/ZUBAIR%20MAHMOOD%20cut.pdf
Tags:	Add Tag No Tags, Be the first to tag this record!

id	my-usm-ep.48371
record_format	uketd_dc
spelling	my-usm-ep.483712021-02-21T08:31:32Z The Uses And Gratifications Of Facebook.Com: An Exploratory Study Of University Students In Pakistan 2019-05 Mahmood, Zubair P87-96 Communication. Mass media Facebook has a high penetration rate among university students in the Pakistan, yet few academic studies seek to theoretically understand its popularity and uses. This study explored university students' uses and gratifications of Facebook.com. The Uses and Gratifications Theory (U&G) approach is applied in this research because it has been tested by previous researchers, that with the U&G principle, users can gratify their needs through the very process of using a medium (Cutler & Danowski, 1980). The concept of an active audience, as active receivers with purposive media uses, is the core tenet of the adaptation of theory U&G perspective, and augments its application to the study of Facebook. The focus of study was to explore: (1) the patterns of using Facebook among university students in Pakistan (2) the needs of university students as gratified by using Facebook in Pakistan (3) the benefits of using Facebook among university students in Pakistan and (4) the motivations which induce students to use Facebook. This study utilized the U&G approach as introduced by Katz, Blumler, & Gurevitch, (1974) to understand the appeal of mass media to the audience, as well as the assumptions that are particularly applicable to interactive media. The Qualitative approach was used for this study and for the focus group discussion technique for data collection. A constant comparative technique method was applied for the analysis of data collected from 8 focus group discussions from the top three research based universities in Pakistan: University of Punjab, Lahore, Quaid-i-Azam University, Islamabad, and Agricultural University of Faisalabad. 2019-05 Thesis http://eprints.usm.my/48371/ http://eprints.usm.my/48371/1/ZUBAIR%20MAHMOOD%20cut.pdf application/pdf en public phd doctoral Universiti Sains Malaysia Pusat Pengajian Komunikasi
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
language	English
topic	P87-96 Communication Mass media
spellingShingle	P87-96 Communication Mass media Mahmood, Zubair The Uses And Gratifications Of Facebook.Com: An Exploratory Study Of University Students In Pakistan
description	Facebook has a high penetration rate among university students in the Pakistan, yet few academic studies seek to theoretically understand its popularity and uses. This study explored university students' uses and gratifications of Facebook.com. The Uses and Gratifications Theory (U&G) approach is applied in this research because it has been tested by previous researchers, that with the U&G principle, users can gratify their needs through the very process of using a medium (Cutler & Danowski, 1980). The concept of an active audience, as active receivers with purposive media uses, is the core tenet of the adaptation of theory U&G perspective, and augments its application to the study of Facebook. The focus of study was to explore: (1) the patterns of using Facebook among university students in Pakistan (2) the needs of university students as gratified by using Facebook in Pakistan (3) the benefits of using Facebook among university students in Pakistan and (4) the motivations which induce students to use Facebook. This study utilized the U&G approach as introduced by Katz, Blumler, & Gurevitch, (1974) to understand the appeal of mass media to the audience, as well as the assumptions that are particularly applicable to interactive media. The Qualitative approach was used for this study and for the focus group discussion technique for data collection. A constant comparative technique method was applied for the analysis of data collected from 8 focus group discussions from the top three research based universities in Pakistan: University of Punjab, Lahore, Quaid-i-Azam University, Islamabad, and Agricultural University of Faisalabad.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Mahmood, Zubair
author_facet	Mahmood, Zubair
author_sort	Mahmood, Zubair
title	The Uses And Gratifications Of Facebook.Com: An Exploratory Study Of University Students In Pakistan
title_short	The Uses And Gratifications Of Facebook.Com: An Exploratory Study Of University Students In Pakistan
title_full	The Uses And Gratifications Of Facebook.Com: An Exploratory Study Of University Students In Pakistan
title_fullStr	The Uses And Gratifications Of Facebook.Com: An Exploratory Study Of University Students In Pakistan
title_full_unstemmed	The Uses And Gratifications Of Facebook.Com: An Exploratory Study Of University Students In Pakistan
title_sort	uses and gratifications of facebook.com: an exploratory study of university students in pakistan
granting_institution	Universiti Sains Malaysia
granting_department	Pusat Pengajian Komunikasi
publishDate	2019
url	http://eprints.usm.my/48371/1/ZUBAIR%20MAHMOOD%20cut.pdf
_version_	1747821925744246784

The Uses And Gratifications Of Facebook.Com: An Exploratory Study Of University Students In Pakistan

Similar Items