this study compared the use of interpersonal and mass media channels of communication among rural farmers in kogi state, nigeria. the specific objectives were to describe the socio economic characteristics of the farmers, determine the influence of socioeconomic characteristics on the usage of interpersonal and media channels, ascertain farmers’ level of awareness of interpersonal and media cha...

the objective of the paper is to analyzethe impact of gender on media usage, and the preference and precedence given to various types of this media and their contents, in iranian society. most of the relevant studies concentrate on representation, reception analysis and on the norms of women’s favorite genres. in general, gender plays a determining role in the use of different media sources and...

Trends in media usage by students can affect the way they learn. Students demand the use of technology, thus institutions and instructors should meet students’ requests. This paper describes the results of a survey where drivers in the use of media show continuously increasing or decreasing values from the first to the fourth year of study experience at the Western University, Canada, highlight...

In recent years, the rise of the digital transformation received significant importance in Business-to-Business (B2B) research. Social media applications provide executives with a raft of new options. Consequently, interfaces to social media platforms have also been integrated into B2B salesforce applications, although very little is as yet known about their usage and general impact on B2B sale...

Social media usage has grown by leaps and bound over the last decade and has become an important platform being used by the workforce for both work and non-work related purposes. The usage of these tools varies across employees and organizations depending on multiple factors. The present study examines the social media usage at workplace in Information Technology professionals by measuring it o...

Current approaches to measuring people's everyday usage of technology-based media and other computer-related activities have proved to be problematic as they use varied outcome measures, fail to measure behavior in a broad range of technology-related domains and do not take into account recently developed types of technology including smartphones. In the present study, a wide variety of items, ...

Despite the calls for establishing theory-driven multidimensional formative conceptualization and operationalization of information systems (IS) usage, social media usage is conventionally modeled as a unidimensional reflective construct. Built on the conceptualization of IS usage and perspectives of the formative construction, this study develops an aggregate formative model of social media us...

Given the immense shifts the social networking sites and applications have brought about, a considerable number of researchers in the field of communication studies have turned to study different aspects of social media usage and factors influencing it. This study gathered data from 33318 US non-institutionalized citizens over 18 including 17079 females and 16239 males; they were members of web...