The Attractiveness of Different Online Formats: Motives and Frequencies of Use

Jelena Filipovic
Additional contact information
Jelena Filipovic: University of Belgrade, Serbia

Communications & Strategies, 2013, vol. 1, issue 89, 105-115

Abstract: The aim of this study is to investigate motives that influence differences in usage of various Internet formats, by applying the uses and gratifications theory. Five kinds of Internet use motivations were analyzed: information, entertainment, convenience, social interaction and economic; in correlation with six types of online formats: websites, emails, blogs, chats, social networking websites and Internet shops. It was established that the type of the motivation does not influence the user's frequency of utilization of particular Internet format significantly. However, the intensity of motivation positively affects user's willingness to visit some Internet formats more often. These two findings are thoroughly discussed in the paper in terms of their significance for marketing managers involved in planning of effective marketing communications. The role of the gender in the usage of different online formats is also considered.

Keywords: internet communications; theory of uses and gratifications; gender; motivation; online formats. (search for similar items in EconPapers)
JEL-codes: M15 M31 (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://repec.idate.org/RePEc/idt/journl/CS8905/CS89_FILIPOVIC.pdf

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:idt:journl:cs8905

Access Statistics for this article

More articles in Communications & Strategies from IDATE, Com&Strat dept. Contact information at EDIRC.
Bibliographic data for series maintained by BLAVIER Thomas ( this e-mail address is bad, please contact ).