It helps to explain the motivations behind the media use and habits of media use or the actual needs satisfaction by the media are called media gratifications. Contemporary U&G is grounded in the following five assumptions: (Papacharissi & Mendelson, 2007) (a) “Communication behaviour, including media selection and use, is goal directed, purposive, and motivated”, (b) “People take the initiative in selecting and using communication vehicles to satisfy felt needs or desires”’ (c) “A host of social and psychological factors mediate people’s communication behaviour”; (d) Media compete with other forms of communication for selection, attention, and use to gratify our needs or want” (e) “People are typically more influential than the media in the relationship, but not always. (Rubin, 1994). 18 Applied to context of this research paper, U&G supports the understanding of viewer motives and predisposition, while placing Reality Television on the larger spectrum of communication channels that are more or less available to audience. It permits the study of both Instrumental and Ritualised uses of media, both of which could drive the appeal of Reality
Littlejohn (1978) avers that there are elements in the model. First is that the consumers are dynamic. They use mass communication according to their media preference to satisfy personal goals. Secondly, they
Uses and gratifications theory assumes that the audience actively seek media in a targeted way that provides them with the help of pleasing a wide range of needs (Katz, Blüml, Gurevitch 1974;. Palm Green et al, 1985). In recent years, the theory has been reworded to stress comparisons between gratifications sought from a medium with gratifications obtained (GO). The underlying process is now conceived as an iterative one in which initial expectations about the outcome of media exposure (the gratifications sought) is constantly changed through observation of gratifications actually derived from the media, feeding back into the gratifications sought through future media exposure (Palm Green et al., 1985). Gratifications sought itself does not
Role of media in influencing the consumer behaviour: Media is a key factor to influence the consumer behaviour. As the study is mainly related to media and its impact on consumer behaviour, there is a need to have depth assessment of its impact on marketing process, in general, and consumer behaviour in particular. MEDIA: Media means any communication through which news, entertainment, education, data, or promotional messages are disseminated. It includes every broadcasting and narrowcasting medium such as newspapers, magazines, TV, radio, billboards, direct mail, telephone, fax, and internet etc. It is the plural of medium and can take a plural or singular verb, depending on the sense intended.
261-263) have provided a fuller explanation using several assertions. First, the “basis of media influence lies in the relationship between the larger social system, the media’s role in that systm, and audience relationships to the media.” Effects occur not because all-powerful media or omnipotent sources compel them, but because the media operate in a given way in a given social system to meet given audience wants and needs. Second, “the degree of audience dependence on media information is the key variable in understanding when and why media messages alter audience beliefs, feelings, or behavior.” The ultimate occurrence and shape of media effects rests with audience members
They include publications, print media publications, and collateral data from online information sources.These services register 24/7. ‘’Today, media monitoring centers, which become a necessity for companies, organizations or various organizational institutions to follow the rapidly changing agenda and have an idea about how and where they take place on the agenda, follow the printed media as well as the social media because of the internet usage reaching its peak and archives.’’ (Güngör).We can list subcategories of media monitoring as news, social monitoring, broadcast monitoring for TV, radio news, print media monitoring,new advertisement monitoring,foreign media monitoring. Especially; Importance of the social media monitoring has increased based on social media as a result of the mass media. The importance of social media monitoring has increased due to the fact that the social media is affecting the masses. Today, many organizations are preparing campaigns or advertisements through social media.
According to Liebeck (1998) teenagers are now more knowledgeable. They are truly the internet Generation, and get their news and Information primarily from internet. The internet media is the most attractive and important place to advertise. Most of the young people remain glued to the internet and enjoy what they browse. As a wide range of products and services are consumed or used by children, many companies tend to target them.
CHAPTER- 2 REVIEW OF LITERATURE This chapter systematically analyse various literature related to the adoption behaviour towards gamification by consumers and also discuss the IT adoption behaviour. Initially this chapter has discussed promotions as a whole and then various other promotional techniques which are being used by the marketers and e retailers including gamification, to keep their customers engage towards their brand. Then various theories related to the IT adoption have been discussed and compared, Which has helped to identify the research gap in the existing researches and has also helped to identify various influencing factors on adoption behaviour of consumers based on which the questionnaire is prepared to know the intentions
In Vietnam, this phenomenon has widely been adopted by many job seekers. This study will analyse the trend of E-recruitment use and practice, whether its benefits or drawbacks influence job seekers’ perception. Literature review: The development of the Internet had revolutionized the traditional recruitment method. The Internet had a dramatic impact on the way that organisations recruit and select potential employees. Thus, E-recruitment has been adopted in both large organisations as well as in small-medium enterprises.
Online advertising involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher 's content. Other potential participants include advertising agencies that help generate and place the ad copy, an ad server who technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser. 1.2 Importance of Online marketing With the advent of internet technology number of internet user is increasing at the greater extent across the world. Fig 1.1 Top 20 countries with highest number of internet users Online marketing is becoming increasingly important to small businesses. In the past, marketing online was something that local businesses could justifiably ignore.