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1-3 of 3
Keywords: Uses and gratifications theory
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Journal Articles
“Binge delivery” behaviors among digital natives: a phygital exploration of status, empowerment, and vulnerability
Available to Purchase
Qualitative Market Research: An International Journal (2025) 28 (5): 941–964.
Published: 05 November 2025
...Wided Batat Purpose This study aims to investigate the emerging phenomenon of “binge delivery” among digital natives, defined as individuals born between 1997 and 2012, and explore its impact on food-related well-being. Drawing on Uses and Gratifications Theory ( UGT ) and Veblen’s theory...
Journal Articles
Hearts, high fives and insults: how consumers respond to brands taking a controversial stand
Available to Purchase
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
Why people use social media: a uses and gratifications approach
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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...
