Libraries at University of Nebraska-Lincoln
AFFECTIVE NEEDS & USE OF SOCIAL MEDIA: A COMPARATIVE STUDY OF GRATIFICATIONS SOUGHT AND GRATIFICATION OBTAINED
Date of this Version
This article has been pended to compare the gratification sought and gratification obtained for affective needs from social media among information professionals in the limelight of uses and gratification theory. Affective type of needs related to sentiments, strengthening aesthetic, moods or emotional experience. This type of needs encompasses all kind of emotions & moods, strengthening aesthetic, pleasurable and emotional experience. Gratification sough and gratification obtained are two distinct components of the uses and gratification theory. For this quantitative research, study a self-administered survey questionnaire was used to collect data from the participants of the study. Sample of this study was 700 information professionals necessarily user of social media. Finding of this study depicted that gratification obtained and gratification sought from social media for affective needs are not being gratified as desired in most of the cases. This study recommends further research on gratification obtained and gratification sought in respect of type of needs. Finding of this study are helpful for the professionals from information profession.
Communication Technology and New Media Commons, Library and Information Science Commons, Mass Communication Commons