The Impact of Socially Responsible Marketing on TV Viewership and Household Conflicts: A Theoretical Descriptive Study

Marketing is used by business organizations to promote the beneficial attributes of their product and services. The increased focus on promoting ethical and socially responsible business practices has contributed to the emergence of socially responsible marketing. This study explores this concept and how it promotes good/positive social and cultural norms. The research demonstrates how businesses are forced to practice socially responsible marketing though its impact on TV viewership and household conflict remains unknown. A qualitative descriptive study is carried out to examine the effect of socially responsible marketing on TV viewership and household conflict. Data was collected from a sample of 15 marketing experts using a self-administered question and analyzed through thematic analysis. The study found no significant link between socially responsible marketing and TV viewership. Additionally, this research found that socially responsible marketing reduces household conflict. These findings are supported by the Uses and Gratification Theory, Functionalist Theory, and Conflict Theory.

Unearthing Customer Engagement in Mobile Wallet Usage

Customers are switching to mobile wallets in making online purchases these days as the result of the convenience of this payment mode. This chapter aims to understand customer attitude towards the gratification sought from mobile payment and further investigate its influence on promoting customer engagement. Uses and gratification theory offered the underpinning theoretical explanation in the development of the conceptual framework for this study. This chapter provided a theoretical explanation in discoursing the role of the mobile wallet for promoting customer engagement. The linkage to the customer engagement for the mobile wallet operators was missing in the literature. In addition, the conceptual development of mobile wallets based on the uses and gratification perspective was critical in providing the foundation needed for mobile payment literature.

PENGARUH MEDIA SOSIAL INSTAGRAM TERHADAP INFORMASI PENYEBARAN DAKWAH KEPADA MAHASISWA PROGRAM STUDI ILMU KOMUNIKASI UNIVERSITAS NEGERI JAKARTA

Instagram is one of the social media that is widely used by various groups ranging from teenagers to adults, so that the information uploaded on Instagram can reach a wide audience. The concept in this study is Instagram Social Media as variable X and Information on the Spread of Da'wah as variable Y. The population in this study were students of the 2019 State University of Jakarta Communication Studies program, totaling 82 people. This research uses uses and gratification theory. This study uses quantitative methods and the data that has been obtained is processed and analyzed by testing the validity, reliability and bivariate. The results showed that the t-count value of 6.265 is higher than the t-table value of 2.017, the validity of the X and Y variables which are more than 0.5 and can be said to be valid and the reliability of the X and Y variables which are more than 0.6 and can be said to be reliable so that it can be It was concluded that Instagram social media had an effect on the media for spreading da'wah to students of Communication Studies, State University of Jakarta, batch 2019.

Instagram dan Prokrastinasi Akademik Bagi Mahasiswa Saat Pandemi Covid 19

<p><strong>Abstrak </strong></p>Prokrastinasi menjadi suatu fenomena baru di kalangan mahasiswa. Munculnya berbagai platform media sosial yang mudah diakses mempengaruhi mereka untuk menunda pekerjaan atau tugas utama mereka untuk kuliah dan mengerjakan tugas. Mereka sengaja melakukan prokrastinasi untuk sekedar melihat media sosial atau mengalihkan perhatiannya untuk berbagi cerita dengan mahasiswa lainnya. Penelitian ini untuk mengetahui pengaruh media sosial <em>Instagram</em> terhadap prokrastinasi akademik mahasiswa. Prokrastinasi semakin rentan terjadi pada mahasiswa yang sedang mencari jati diri dan kejenuhan belajar pada saat PJJ (Pendidikan Jarak Jauh) sebagai akibat pandemic covid 19. Metode yang digunakan oleh peneliti adalah deskriptif kualitatif dimana peneliti melakukan observasi, wawancara, dan dokumentasi terhadap 6 informan yang dipilih berdasarkan beberapa kriteria. Teori yang digunakan dalam penelitian adalah Teori <em>Uses and Gratification, </em>sedangkan paradigma yang digunakan dalam penelitian ini adalah paradigma konstruktivis. Hasil dari penelitian ini adalah menunjukkan bahwa <em>Instagram</em> adalah salah satu media yang menjadi pilihan mashasiswa dan berperan besar dalam timbulnya prokrastinasi akademik. Berbagai fitur yang menarik pada Instagram, kemudahan untuk mengakses Instagram, dan Kejenuhan mahasiswa saat PJJ sebagai dampak Pandemi Covid19, menjadi alasan yang paling kuat sehingga mendorong mahasiswa melakukan prokrastinasi akademik.<br /><p><em><strong><br /></strong></em></p><p><em><strong>Abstract</strong> </em></p><p><em>Procrastination is a new phenomenon among students. The emergence of various easily accessible social media platforms influences them to postpone their work or main tasks for college and doing assignments. They deliberately procrastinate to just look at social media or divert their attention to share stories with other students. This study was to determine the effect of Instagram social media on student academic procrastination. Procrastination is increasingly prone to occur in students who are looking for identity and learning boredom during PJJ (Distance Education) as a result of the covid 19 pandemic. The method used by the researcher is descriptive qualitative where the researcher conducts observations, interviews, and documentation of 6 selected informants. based on several criteria. The theory used in this research is Uses and Gratification Theory, while the paradigm used in this research is the constructivist paradigm. The results of this study indicate that Instagram is one of the media of choice for students and plays a major role in the emergence of academic procrastination. Various interesting features on Instagram, the ease of accessing Instagram, and student boredom during PJJ as a result of the Covid19 Pandemic, are the strongest reasons that encourage students to do academic procrastination.</em></p>

Motives And User Satisfaction Level Of IGTV @Temanbumil During The Pandemic

<strong>Abstrak</strong><p>Pesan kesehatan kini bisa ditemukan di berbagai media, termasuk media sosial. Tujuan dari penelitian ini adalah untuk mengetahui alasan dan tingkat kepuasan yang dicapai oleh pengguna media (followers) ibu hamil @Temanbumil. 10 konten IGTV @Temanbumil yang memiliki viewer, like dan komen atau respon yang cukup banyak dari para followers @Temanbumil. Beberapa IGTV @Temanbumil tersebut memiliki 30.000–70.000 Viewers, 1.000–3.200 likes, beberapa komentar positif dan respon dari para followers @Temanbumil (pada tanggal 4/4/2020). Penelitian ini menggunakan teori <em>uses and gratification</em>. Penelitian ini menggunakan pendekatan kuantitatif, metode survey eksplanatif. Teknik sampling yang digunakan yaitu <em>purposive sampling</em>. Hasil penelitian menunjukkan bahwa motif di balik pengguna media IGTV @Temanbumil adalah kepuasan informasi dan bahwa pengguna media ibu hamil mendapat tingkat kepuasan tertinggi. IGTV @Temanbumil bisa memuaskan pengguna media ibu hamil. Informasi, identitas pribadi, integrasi sosial dan keterlibatan, dan hiburan adalah empat kategori. Kemudian untuk motif penelitian yaitu pengetahuan 3,55, identitas pribadi 3,31, kenikmatan 3,18, dan motif integrasi dan interaksi sosial 2,98 diperoleh hasil urutan. Motivasi informasi merupakan variabel yang paling kuat dan bernilai paling tinggi dalam variabel motif. Dalam situasi ini, informasi mendesak ibu hamil untuk mengikuti akun Instagram yang berfokus pada kehamilan IGTV @Temanbumil. Kesimpulannya bahwa motif dan kepuasan pengguna media berhubungan dengan IGTV @Temanbumil yang membahas tentang kesehatan kehamilan kategori tinggi.</p><p><em><br /></em></p><p><em><em><strong>Abstract</strong><br /></em></em></p><p><em><em>Health messages can now be found in various media, including social media. This study aimed to find out the reasons and the level of satisfaction achieved by media users (followers) pregnant women @Temanbumil. Ten @Temanbumil IGTV content with many views, likes, comments, or responses from @Temanbumil followers. Some of @Temanbumil's IGTVs have 30,000–70,000 Viewers, 1,000–3,200 likes, some positive comments and responses from @Temanbumil followers (on 4/4/2020). This study uses the uses and gratification theory. The paradigm used is positivistic with a quantitative approach. The method used is the explanatory exploratory survey method with the purposive sampling technique. The results showed that the motive behind @Temanbumil's IGTV media users was information satisfaction and that pregnant women media users got the highest level of satisfaction. Therefore, IGTV @Temanbumil can satisfy media users for pregnant women. Information, personal identity, social integration and engagement, and entertainment are the four categories. Then, the results obtained are sequences for the research motives, namely knowledge 3.55, personal identity 3.31, enjoyment 3.18, and the motive for integration and social interaction 2.98. Information motivation is the most potent variable and has the highest value in the motive variable. In this situation, information urges pregnant women to follow the Instagram account that focuses on pregnancy IGTV @Temanbumil. The conclusion is that the motives and satisfaction of media users are related to IGTV @Temanbumil, which discusses the high category of pregnancy health</em></em></p>

THE INFLUENCE OF COVID-19 INFORMATION ON WHATSAPP SOCIAL MEDIA TOWARDS COMMUNITY ANXIETY LEVEL

Many people in the Sorogenen Village and Mitra Griya Asri Housing communities are concerned about the COVID-19 information spread via the WhatsApp group social media. The goal of this study was to see how exposure to COVID-19 information on WhatsApp affected anxiety levels in the hamlet and housing communities, as well as to look at how exposure to COVID-19 information on WhatsApp affected anxiety levels in the communities. The Uses and Gratification Theory, Information Exposure Theory, Anxiety Theory, and Individual Difference Theory are all investigated in this study. The quantitative research method was applied, with each sample area consisting of 100 participants. All of the ideas employed in this study were evaluated on the designated population, according to the findings. The findings of the hypothesis 1 test show that the greater the exposure to COVID-19 information on WhatsApp, the higher the residents of Sorogenen Padukuhan's anxiety level. Hypothesis 2 was tested, claiming that the higher the level of exposure to COVID-19 information on WhatsApp social media, the higher the level of anxiety among Mitra Griya Asri Housing residents; and hypothesis 3 was tested, claiming that there is a difference in the effect of COVID-19 information on the people of the communities, but no difference in the level of anxiety among these residents. This research provides scientific contributions in the form of indicators of critical thinking to strengthen active audiences on Uses and Gratification Theory and intensity indicators on Information Exposure Theory.

Eksplorasi Konsep Diri para Pengguna TikTok dalam Memenuhi Social Needs pada Uses and Gratification Theory

This qualitative study focuses on self-exploration of TikTok users in finding and creating educational content with fellow social network users. Researchers see the role of human needs psychologically and socially, which raises certain expectations from using TikTok and leads to fulfillment of needs. Researchers also saw the comparison of Gratification Sought (GS) with Gratification Obtained (GO) as the fulfillment of the needs sought to achieve the satisfaction desired by individuals in using TikTok. Researchers found that there were internal and external factors in self-exploration that influenced the fulfillment of the needs of using TikTok.

Audience Motives and Satisfaction on Accessing Online Tours at 360° Virtual Destinasi Indonesia

The tourism sector is one of the industries affected by the COVID-19 pandemic. Therefore, the Indonesian Ministry of Tourism and Creative Economy is developing a virtual tour innovation through the "360° Virtual Destinasi Indonesia" program. This research utilizes the Uses and Gratification Theory, which aims to determine the gratification sought and obtained in accessing the "360° Virtual Destinasi Indonesia". Typologies of needs types used are cognitive, affective, personal, and social integration dimensions. This research is explanative research with a survey method. The data were measured by comparing the average Gratification Sought (GS) and Gratification Obtained (GO), and then collected through an online questionnaire to 200 respondents who have accessed the "360° Virtual Destinasi Indonesia" program, using non probability sampling. Data were analyzed using paired t samples test. The results showed that the "360° Virtual Destinasi Indonesia" program fulfills cognitive and personal integration needs. On the other hand, the program does not provide satisfaction on the affective and social integration dimensions. The contribution of this research is it develops the uses and gratification theory in virtual reality and evaluation materials for the Indonesian Ministry of Tourism and Creative Economy.

Using the playful consumption experience model to uncover behavioral intention to play Multiplayer Online Battle Arena (MOBA) games

PurposePlaying video gaming is one of the most popular forms of leisure activities. This study looks into a specific video game genre, under the category of Multiplayer Online Battle Arena (MOBA) games. The purpose of this research is to investigate the factors that lead to the consumption of MOBA games. Three factors, imaginal, emotional and sensory experiences, are investigated through an integration of the hedonic consumption model, Technology Acceptance Model (TAM) and Uses and Gratification Theory (UGT).Design/methodology/approachThe study analyses a sample of 292 MOBA game players using the PLS-SEM model. The study comprises two stages; in the first stage, an estimation model was used to test the constructs' quality and legitimacy. In the second stage, we assessed the theoretical model to test the relationship between the principle constructs.FindingsThe study found that factors related to emotional experiences, namely enjoyment, emotional involvement, and arousal, led to greater intention to play MOBA games. Similarly, two factors related to imaginal experiences, escapism and role projection, also positively impacted while fantasy carried a negative impact. The study also found that sensory experiences had a significant positive impact on the intention to play MOBA games. Lastly, a positive correlation was also found between the intention to use and usage behavior in MOBA games.Originality/valueThis study contributes to the theoretical understanding of the playful-consumption experiences of pleasure-oriented information systems (I.S.) that is MOBA games that derive behavioral intention to play MOBA games, which in turn determines the usage behavior of MOBA players. The study also incorporates the uses and gratification theory to uncover the needs and experiences that trigger MOBA games' behavioral intention and its further impact on gamers' usage behavior. The study also presents useful insights for game developers and other relevant stakeholders in game development.

Censorship and Chinese slash fans

After the Archive of Our Own (AO3), which housed many Chinese fan works, was blocked in China in February 2020, Chinese slash fans had to decide what to do. Uses and gratification theory helps explain why Chinese slashers chose quite different paths after AO3 was blocked, with three main tendencies observed: creating culture islands on foreign platforms, creating in a foreign language, and staying on domestic platforms but self-censoring to stay within the rules. Each option provides a different balance of affordances, depending on what trade-offs readers and writers are willing to make.