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Keywords: Uses and gratifications theory
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Journal Articles
Journal Articles
Qualitative Market Research: An International Journal (2025) 28 (3): 545–558.
Published: 15 April 2025
... responses, and that adult cyberbullying takes place frequently. Through the lens of Uses and Gratifications Theory, findings suggest motivations for the responses and highlight distinctions between how positive sentiment is expressed versus negative sentiment. Originality/value By using content analysis...
Journal Articles
Qualitative Market Research: An International Journal (2013) 16 (4): 362–369.
Published: 30 August 2013
...Anita Whiting; David Williams Purpose This paper seeks to demonstrate the importance of uses and gratifications theory to social media. By applying uses and gratifications theory, this paper will explore and discuss the uses and gratifications that consumer receive from using social media...

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