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Üniversite Öğrenci ve Öğretim Elemanlarının Sosyal Medya Kullanım Ve Doyumlarını Etkileyen Faktörlerin Belirlenmesi

Year 2019, , 1445 - 1460, 22.07.2019
https://doi.org/10.17680/erciyesiletisim.486452

Abstract

Teknolojideki hızlı gelişmeler ve sosyal medya platformundaki yeni trendlerin
yardımıyla, tüketicilerin dijital platformdaki davranışları değişmeye başladı. Kullanıcılar
iletişim kurmada çok çeşitli dijital teknolojileri benimsemektedirler. Ancak bireylerin
geleneksel medya yerine neden çeşitli sosyal medya araçlarını benimsedikleri konusu
belirsizliğini hala korumaktadır. Bu çalışmanın temel amacı üniversite öğrencilerinin ve
akademisyenlerin sosyal medya araçlarının kullanım nedenlerine etki eden faktörleri,
kullanımlar ve doyumlar teorisine dayalı olarak ortaya çıkarmaktır. Bu bağlamda,
kolayda örneklem yöntemi ile 345 üniversite öğrencisi ve 87 akademisyenden toplanan
anket formları SPSS 20 programı aracılığıyla analiz edilmiştir. Öğrencilerin sosyal
medya ve kullanımlarını etkileyen faktörlerden sosyalleşme (Kadın katılımcılar erkek
katılımcılara göre daha fazla doyum elde etmektedir) ve bilgi sağlama (Erkek katılımcılar
kadın katılımcılara göre daha fazla doyum elde etmektedir) boyutları cinsiyete göre
farklılaşırken, akademisyenlerde ise eğlence ve bilgi arama boyutları için anlamlı
farklılık olduğu, katılımcılardan erkeklerin kadınlara göre daha yüksek ortalamaya
sahip olduğu ortaya çıkmıştır. 

References

  • Akçay, H. (2011). Kullanımlar ve Doyumlar Yaklaşımı Bağlamında Sosyal Media Kullanımı: Gümüşhane Üniversitesi üzerine bir araştırma, İletişim Kuram ve Araştırma Dergisi, 33, 137-161.
  • Ayhan, B. and Balcı, Ş. (2009). Kırgızistan’da Üniversite Gençliği ve Internet: Bir Kullanımlar ve Doyumlar Araştırması. Bilig Journal of Social Sciences of the Turkish World, 48, 13-40.
  • Biçer, S. (2015). Akademisyenlerin Sosyal Ağlarda Bulunma Motivasyonları: Facebook Örneği, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 40, 59-80
  • Boyd, D. (2007). Why Youth (Heart) Social Network Sites: The Role of Networked Publics İn Teenage Social Life, pp.1-26, (Ed.) Buckingham D., Macarthur Foundation Series on Digital Learning–Youth, İdentity And Digital Media Volume, MIT Press, Cambridge.
  • Büyüköztürk, Ş. (2010). Sosyal Bilimler için Veri Analizi El Kitabı, Pegem Akademi Yayıncılık, Ankara
  • Çam, M. S., Çakmak, V. and Aktan, E. (2014). Üniversite Öğrencilerinin Sosyal Medya Kullanımlarını Etkileyen Motivasyon Faktörleri, Digital Communication Impact, 377-388
  • Chen, G. M. (2011). Tweet This: A Uses and Gratifications Perspective on How Active Twitter Use Gratifies A Need to Connect with Others, Computers in Human Behavior, 27(2), 755-762.
  • Chung, C. and Austria, K. (2010). Social Media Gratification and Attitude toward Social Media Marketing Messages: A Study of the Effect of Social Media Marketing Messages on Online Shopping Value, Proceedings of the Northeast Business & Economics Association, 581-586
  • Dimmick, J., Chen, Y. and Li, Z. (2004). Competition Between the Internet and Traditional News Media: The Gratification-Opportunities Niche Dimension, the Journal of Media Economics, 17(1), 19-33.
  • Dunne, Á., Lawlor, M. A., and Rowley, J. (2010). Young People's Use of Online Social Networking Sites–A Uses and Gratifications Perspective, Journal of Research in Interactive Marketing, 4(1), 46-58.
  • Ellison, N. B., Steinfield, C. and Lampe, C. (2007). The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer‐Mediated Communication, 12(4), 1143-1168.
  • Ezumah, B. A. (2013). College Students' Use of Social Media: Site Preferences, Uses and Gratifications Theory Revisited, International Journal of Business and Social Science, 4(5), 27-34.
  • Florenthal, B. (2015). Applying Uses and Gratifications Theory to Students’ Linkedın Usage”, Young Consumers, 16(1), 17-35.
  • Froget, J. R. L., Baghestan, A. G., and Asfaranjan, Y. S. (2013). A Uses and Gratification Perspective on Social Media Usage and Online Marketing, Middle-East Journal of Scientific Research, 15(1), 134-145.
  • Gallion, A. J. (2014). Applying the Uses and Gratification Theory to Social Networking Sites, 1-19.
  • Hanson, G. and Haridakis, P. (2008). YouTube Users Watching and Sharing the News: A Uses and Gratifications Approach, Journal of Electronic Publishing, 11(3).
  • Hicks, A., Horovitz, J., Hovarter, M., Miki, M. and Bevan, J. L. (2012). Why People Use Yelp. Com: An Exploration of Uses and Gratifications, Computers in Human Behavior, 28(6), 2274-2279.
  • Johnson, P. R. and Yang, S. (2009). Uses and Gratifications of Twitter: An Examination of User Motives and Satisfaction of Twitter Use. In Communication Technology Division of the Annual Convention of the Association for Education in Journalism and Mass Communication İn Boston, Ma.
  • Kara, T. (2016). Gençler Neden Snapchat Kullanıyor, Kullanımlar ve Doyumlar Yaklaşımı Üzerinden Bir Araştırma. International Journal of Intermedia, 3(5), 262-277.
  • Karimi, L., Khodabandelou, R., Ehsani, M. and Ahmad, M. (2014). Applying the Uses and Gratifications Theory to Compare Higher Education Students' Motivation for Using Social Networking Sites: Experiences from Iran, Malaysia, United Kingdom, And South Africa, Contemporary Educational Technology, 5(1), 53-72.
  • Katz, E. (1974). Utilization of Mass Communication by The Individual. The Uses of Mass Communications: Current Perspectives on Gratifications Research, 19-32.
  • Köseoğlu, Ö. (2012). Sosyal Ağ Sitesi Kullanıcılarının Motivasyonları: Facebook Üzerine Bir Araştırma, Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 7(2), 58-81.
  • Küçükkurt, M., Hazar, Ç. M., Çetin, M. and Topbaş, H. (2009). Kullanımlar ve Doyumlar Yaklaşımı Perspektifinden Üniversite Öğrencilerinin Medyaya Bakışı, Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 6(1), 37-50.
  • Luo, X. (2002). Uses and Gratifications Theory and E-Consumer Behaviors: A Structural Equation Modeling Study, Journal of Interactive Advertising, 2(2), 34-41.
  • Mangold, W. G. and Faulds, D. J. (2009). Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52(4), 357-365.
  • Musa, A. S., Azmi, M. N. L. and Ismail, N. S. (2015). Awareness and usage of social media: a study of mass communication students of Kano state polytechnic, In International Conference on Languages| ICL 2015 Kuala Lumpur, 15
  • Nadkarni, A. and Hofmann, S. G. (2012). Why Do People Use Facebook? Personality and İndividual Differences, 52(3), 243-249.
  • Özer, Ö. (2017). Kullanımlar ve Doyumlar Kuramı Çerçevesinde Eskişehir Osmangazi Üniversitesi İi Bf Öğrencilerinin Twitter Kullanımı Üzerine BirAnaliz, Intermedia International Peer-Reviewed E-Journal of Communication Sciences, 4(6), 40-58.
  • Park, N., Kee, K. F. and Valenzuela, S. (2009). Being İmmersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, And Social Outcomes, Cyberpsychology & Behavior, 12(6), 729-733.
  • Rosengren, K. E. (1974). Uses and Gratifications: A Paradigm Outlined, the Uses of Mass Communications: Current Perspectives on Gratifications Research, 3, 269-286.
  • Statista (2018a), Number of Monthly Active Facebook Users Worldwide, Retrieved from: https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide, 18.01. 2018
  • Statista (2018b), Number of Monthly Active Instagram Users, Retrieved from: https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/21.01.2018
  • Tanta, I., Mihovilović, M. and Sablić, Z. (2014). Uses and Gratification Theory–Why Adolescents Use Facebook? Medijskaİstraživanja: Znanstveno-Stručni Časopis ZaNovinarstvo İ Medije, 20(2), 85-111.
  • Toruk, İ. (2008). Üniversite Gençliğinin Medya Kullanma Alışkanlıkları Üzerine Bir Analiz. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (19), 475-488.
  • Üçer, N. (2016). Kullanımlar Ve Doyumlar Yaklaşımı Bağlamında Gençlerin Sosyal Media Kullanımına Yönelik Niteliksel Bir Araştırma, Global Media Journal Turkish Edition, 6(12), 1-26
  • Urista, M. A., Dong, Q. and Day, K. D. (2009). Explaining Why Young Adults Use Myspace and Facebook through Uses and Gratifications Theory, Human Communication, 12(2):215-229.
  • Whiting, A. and Williams, D. (2013). Why People Use Social Media: A Uses and Gratifications Approach. Qualitative Market Research, An International Journal, 16(4), 362-369.
  • Williams, D. L., Crittenden, V. L., Keo, T. and Mccarty, P. (2012). The Use of Social Media: An Exploratory Study of Usage among Digital Natives, Journal of Public Affairs, 12(2), 127-136.
  • Yaşa Özeltürkay, E, and Yarimoğlu,E, (2017). How and Why Consumers Use Social Media: A Qualitative Study Based on User-Generated Media and Uses & Gratifications Theory, 22. Pazarlama Kongresi, Trabzon 28-30 Eylül 2017.
  • Zephoria (2018), Top-15-valuable-facebook-statistics, Retrieved from: https://zephoria.com/top-15-valuable-facebook-statistics/, 18.01.2018

Determining the Factors that Affect University Students and Academicians’ Social Media Usage & Gratifications

Year 2019, , 1445 - 1460, 22.07.2019
https://doi.org/10.17680/erciyesiletisim.486452

Abstract

By the help of rapid developments in technology and new trends in social media platform,
consumers’ behavior on digital platform has started to change. Users adopted a wide range
of digital technologies into their communication. It remains unclear why they adopt multiple
forms of social media instead of traditional media. In this context, the main purpose of this
study investigates factors that affect university students and academicians being on social
media, by the context of uses and gratification theory. In this context, data were collected
from 345 university students and 87 academicians, by the technique of “easy sampling
method“. Data management and analysis is performed by using SPSS 20.0 program. Results
indicate that among the factors affecting the social media usage of the university students,
there are differences between the genders in terms of the dimensions of socialization and
obtaining information. In detail, the female participants are more satisfied than the female
participants according to socializing and it is the vice versa for obtaining information. For
academicians, there is a significant difference in terms of entertainment and information
seeking dimensions, with the male participants having a higher average than the female
participants. 

References

  • Akçay, H. (2011). Kullanımlar ve Doyumlar Yaklaşımı Bağlamında Sosyal Media Kullanımı: Gümüşhane Üniversitesi üzerine bir araştırma, İletişim Kuram ve Araştırma Dergisi, 33, 137-161.
  • Ayhan, B. and Balcı, Ş. (2009). Kırgızistan’da Üniversite Gençliği ve Internet: Bir Kullanımlar ve Doyumlar Araştırması. Bilig Journal of Social Sciences of the Turkish World, 48, 13-40.
  • Biçer, S. (2015). Akademisyenlerin Sosyal Ağlarda Bulunma Motivasyonları: Facebook Örneği, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 40, 59-80
  • Boyd, D. (2007). Why Youth (Heart) Social Network Sites: The Role of Networked Publics İn Teenage Social Life, pp.1-26, (Ed.) Buckingham D., Macarthur Foundation Series on Digital Learning–Youth, İdentity And Digital Media Volume, MIT Press, Cambridge.
  • Büyüköztürk, Ş. (2010). Sosyal Bilimler için Veri Analizi El Kitabı, Pegem Akademi Yayıncılık, Ankara
  • Çam, M. S., Çakmak, V. and Aktan, E. (2014). Üniversite Öğrencilerinin Sosyal Medya Kullanımlarını Etkileyen Motivasyon Faktörleri, Digital Communication Impact, 377-388
  • Chen, G. M. (2011). Tweet This: A Uses and Gratifications Perspective on How Active Twitter Use Gratifies A Need to Connect with Others, Computers in Human Behavior, 27(2), 755-762.
  • Chung, C. and Austria, K. (2010). Social Media Gratification and Attitude toward Social Media Marketing Messages: A Study of the Effect of Social Media Marketing Messages on Online Shopping Value, Proceedings of the Northeast Business & Economics Association, 581-586
  • Dimmick, J., Chen, Y. and Li, Z. (2004). Competition Between the Internet and Traditional News Media: The Gratification-Opportunities Niche Dimension, the Journal of Media Economics, 17(1), 19-33.
  • Dunne, Á., Lawlor, M. A., and Rowley, J. (2010). Young People's Use of Online Social Networking Sites–A Uses and Gratifications Perspective, Journal of Research in Interactive Marketing, 4(1), 46-58.
  • Ellison, N. B., Steinfield, C. and Lampe, C. (2007). The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites. Journal of Computer‐Mediated Communication, 12(4), 1143-1168.
  • Ezumah, B. A. (2013). College Students' Use of Social Media: Site Preferences, Uses and Gratifications Theory Revisited, International Journal of Business and Social Science, 4(5), 27-34.
  • Florenthal, B. (2015). Applying Uses and Gratifications Theory to Students’ Linkedın Usage”, Young Consumers, 16(1), 17-35.
  • Froget, J. R. L., Baghestan, A. G., and Asfaranjan, Y. S. (2013). A Uses and Gratification Perspective on Social Media Usage and Online Marketing, Middle-East Journal of Scientific Research, 15(1), 134-145.
  • Gallion, A. J. (2014). Applying the Uses and Gratification Theory to Social Networking Sites, 1-19.
  • Hanson, G. and Haridakis, P. (2008). YouTube Users Watching and Sharing the News: A Uses and Gratifications Approach, Journal of Electronic Publishing, 11(3).
  • Hicks, A., Horovitz, J., Hovarter, M., Miki, M. and Bevan, J. L. (2012). Why People Use Yelp. Com: An Exploration of Uses and Gratifications, Computers in Human Behavior, 28(6), 2274-2279.
  • Johnson, P. R. and Yang, S. (2009). Uses and Gratifications of Twitter: An Examination of User Motives and Satisfaction of Twitter Use. In Communication Technology Division of the Annual Convention of the Association for Education in Journalism and Mass Communication İn Boston, Ma.
  • Kara, T. (2016). Gençler Neden Snapchat Kullanıyor, Kullanımlar ve Doyumlar Yaklaşımı Üzerinden Bir Araştırma. International Journal of Intermedia, 3(5), 262-277.
  • Karimi, L., Khodabandelou, R., Ehsani, M. and Ahmad, M. (2014). Applying the Uses and Gratifications Theory to Compare Higher Education Students' Motivation for Using Social Networking Sites: Experiences from Iran, Malaysia, United Kingdom, And South Africa, Contemporary Educational Technology, 5(1), 53-72.
  • Katz, E. (1974). Utilization of Mass Communication by The Individual. The Uses of Mass Communications: Current Perspectives on Gratifications Research, 19-32.
  • Köseoğlu, Ö. (2012). Sosyal Ağ Sitesi Kullanıcılarının Motivasyonları: Facebook Üzerine Bir Araştırma, Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 7(2), 58-81.
  • Küçükkurt, M., Hazar, Ç. M., Çetin, M. and Topbaş, H. (2009). Kullanımlar ve Doyumlar Yaklaşımı Perspektifinden Üniversite Öğrencilerinin Medyaya Bakışı, Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 6(1), 37-50.
  • Luo, X. (2002). Uses and Gratifications Theory and E-Consumer Behaviors: A Structural Equation Modeling Study, Journal of Interactive Advertising, 2(2), 34-41.
  • Mangold, W. G. and Faulds, D. J. (2009). Social Media: The New Hybrid Element of the Promotion Mix. Business Horizons, 52(4), 357-365.
  • Musa, A. S., Azmi, M. N. L. and Ismail, N. S. (2015). Awareness and usage of social media: a study of mass communication students of Kano state polytechnic, In International Conference on Languages| ICL 2015 Kuala Lumpur, 15
  • Nadkarni, A. and Hofmann, S. G. (2012). Why Do People Use Facebook? Personality and İndividual Differences, 52(3), 243-249.
  • Özer, Ö. (2017). Kullanımlar ve Doyumlar Kuramı Çerçevesinde Eskişehir Osmangazi Üniversitesi İi Bf Öğrencilerinin Twitter Kullanımı Üzerine BirAnaliz, Intermedia International Peer-Reviewed E-Journal of Communication Sciences, 4(6), 40-58.
  • Park, N., Kee, K. F. and Valenzuela, S. (2009). Being İmmersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, And Social Outcomes, Cyberpsychology & Behavior, 12(6), 729-733.
  • Rosengren, K. E. (1974). Uses and Gratifications: A Paradigm Outlined, the Uses of Mass Communications: Current Perspectives on Gratifications Research, 3, 269-286.
  • Statista (2018a), Number of Monthly Active Facebook Users Worldwide, Retrieved from: https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide, 18.01. 2018
  • Statista (2018b), Number of Monthly Active Instagram Users, Retrieved from: https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/21.01.2018
  • Tanta, I., Mihovilović, M. and Sablić, Z. (2014). Uses and Gratification Theory–Why Adolescents Use Facebook? Medijskaİstraživanja: Znanstveno-Stručni Časopis ZaNovinarstvo İ Medije, 20(2), 85-111.
  • Toruk, İ. (2008). Üniversite Gençliğinin Medya Kullanma Alışkanlıkları Üzerine Bir Analiz. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (19), 475-488.
  • Üçer, N. (2016). Kullanımlar Ve Doyumlar Yaklaşımı Bağlamında Gençlerin Sosyal Media Kullanımına Yönelik Niteliksel Bir Araştırma, Global Media Journal Turkish Edition, 6(12), 1-26
  • Urista, M. A., Dong, Q. and Day, K. D. (2009). Explaining Why Young Adults Use Myspace and Facebook through Uses and Gratifications Theory, Human Communication, 12(2):215-229.
  • Whiting, A. and Williams, D. (2013). Why People Use Social Media: A Uses and Gratifications Approach. Qualitative Market Research, An International Journal, 16(4), 362-369.
  • Williams, D. L., Crittenden, V. L., Keo, T. and Mccarty, P. (2012). The Use of Social Media: An Exploratory Study of Usage among Digital Natives, Journal of Public Affairs, 12(2), 127-136.
  • Yaşa Özeltürkay, E, and Yarimoğlu,E, (2017). How and Why Consumers Use Social Media: A Qualitative Study Based on User-Generated Media and Uses & Gratifications Theory, 22. Pazarlama Kongresi, Trabzon 28-30 Eylül 2017.
  • Zephoria (2018), Top-15-valuable-facebook-statistics, Retrieved from: https://zephoria.com/top-15-valuable-facebook-statistics/, 18.01.2018
There are 40 citations in total.

Details

Primary Language English
Journal Section Articles in Foreign Languages
Authors

Murat Gülmez 0000-0003-2584-785X

Yonca Bir 0000-0002-4977-4010

Şefika Nilay Onatça Engin 0000-0002-0891-8743

Emre Kadir Özekenci 0000-0001-6669-0006

Publication Date July 22, 2019
Submission Date November 23, 2018
Published in Issue Year 2019

Cite

APA Gülmez, M., Bir, Y., Onatça Engin, Ş. N., Özekenci, E. K. (2019). Determining the Factors that Affect University Students and Academicians’ Social Media Usage & Gratifications. Erciyes İletişim Dergisi, 6(2), 1445-1460. https://doi.org/10.17680/erciyesiletisim.486452