Citation
Abu Bakar, Mohd Syuhaidi and Bolong, Jusang and Bidin, Rosmiza and Mailin, Bebbra
(2014)
Factors of gratification contributing in continuance intention to watch movies on YouTube.
Procedia - Social and Behavioral Sciences, 155.
pp. 9-13.
ISSN 1877-0428
Abstract
YouTube has leveraged their native sharing properties and making all content digitally available to everyone under the Creative Commons license (ford.digitalsnippets.com, 2010). Thousands of movies have been uploaded to YouTube for free viewings and has affected broadcasting and cinema industry greatly (Brody, 2012). This paper is to share sets of predicted elements in YouTube said to be responsible in gratifying its multi-purposes viewers and instill continuance intentions to use the UGC for movie watching among Malaysians in Klang Valley. This was done by integrating the uses and gratification framework with several disconfirmations of motivations (content, social, process, and technology).
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Additional Metadata
| Item Type: | Article |
|---|---|
| Divisions: | Faculty of Modern Language and Communication |
| DOI Number: | https://doi.org/10.1016/j.sbspro.2014.10.248 |
| Publisher: | Elsevier |
| Keywords: | New media studies; Mass communication; Electronic media; U&G; EDT |
| Depositing User: | Nabilah Mustapa |
| Date Deposited: | 16 Dec 2015 08:45 |
| Last Modified: | 16 Dec 2015 08:45 |
| Altmetrics: | http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1016/j.sbspro.2014.10.248 |
| URI: | http://psasir.upm.edu.my/id/eprint/37643 |
| Statistic Details: | View Download Statistic |
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