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Table 1.3 Four stage SMM process Another interesting way of spreading your promotions is to create that kind of advertising which buzz the product or service itself through recommenda- tions, sharing, and building brand personality by users. (Alex T. Jones, Anna M & Justin B., 2011, 17). 2.6.2 Users and Gratification theory Users and gratifications theory is a popular approach to understanding mass communication. The main focus moves from the consumer to the actual mes- sage by asking “what do people do with media?” as opposed to “what does media do to people?” (Katz, 1959). Uses and gratifications (U&G) theory (sometimes called an “approach” rather than a theory) provides a functionalist explanation of why people use media and has been an active area of research within communications since the 1940s (e.g., see Ruggiero 2000 for a recent survey). The U&G literature is vast; McQuail (1983, pp. 82–3) gives a concise summarization that is often cited: • “Information — keeping informed through social media channels about rele- vant events, society, and the world; searching for advice on practical matters as “how –to “questions; satisfying curiosity and general interest; learning, self- education; finding information to be confident about specific topic . • Personal identity — finding reinforcement for personal values; finding models of behavior, identifying with valued others (in the media); gaining insight into one's self. • Integration and social interaction — engagement through social empathy; identifying with others and gaining a sense of belonging; basic connection with 21PDF Image | YouTube as an advertising platform
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