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Title:
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UNDERSTANDING MOTIVES FOR USER CONSUMPTION AND PARTICIPATION ON YOUTUBE: A USES AND GRATIFICATIONS PERSPECTIVE |
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Author(s):
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M. Laeeq Khan |
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ISBN:
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978-989-8533-16-6 |
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Editors:
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Bebo White and Pedro Isaías |
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Year:
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2013 |
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Edition:
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Single |
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Keywords:
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YouTube, Consumption, Participation, Views, Shares, Uses & Gratifications |
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Type:
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Short Paper |
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First Page:
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283 |
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Last Page:
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287 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This study unearths the motives for user consumption of content and participation on YouTube. In light of the uses and gratifications framework, a sample of 1143 registered YouTube users completed online surveys that helped gauge user behavior on YouTube. Results showed that user consumption in the form of video viewing is predicted by information seeking, self-status seeking, entertainment and escapism motives. User participation on YouTube in the form of sharing videos is predicted by information giving and entertainment motives. A users education level also played a role in explaining video sharing behavior whereby a higher education level was likely to increase sharing behavior |
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