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Factors of gratification contributing in continuance intention to watch movies on YouTube


Abu Bakar, Mohd Syuhaidi and Bolong, Jusang and Bidin, Rosmiza and Mailin, Bebbra (2014) Factors of gratification contributing in continuance intention to watch movies on YouTube. Procedia - Social and Behavioral Sciences, 155. pp. 9-13. ISSN 1877-0428

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Abstract

YouTube has leveraged their native sharing properties and making all content digitally available to everyone under the Creative Commons license (ford.digitalsnippets.com, 2010).Thousands of movies have been uploaded to YouTube for free viewings and has affected broadcasting and cinema industry greatly (Brody, 2012).This paper is to share sets of predicted elements in YouTube said to be responsible in gratifying its multi-purposes viewers and instill continuance intentions to use the UGC for movie watching among Malaysians in Klang Valley.This was done by integrating the uses and gratification framework with several disconfirmations of motivations (content, social, process, and technology).

Item Type: Article
Additional Information: International Conference on Communication and Media 2014 (i-COME’14); Organised by: School of Multimedia Technology and Communication, UUM. 18 - 20 October, 2014. Holiday Villa Beach Hotel and Resort, Langkawi, Malaysia.
Uncontrolled Keywords: New media studies; mass communication; electronic media; U&G; EDT
Subjects: P Language and Literature > P Philology. Linguistics
Divisions: School of Multimedia Technology & Communication
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 19 Jan 2015 06:17
Last Modified: 27 Apr 2016 04:08
URI: http://repo.uum.edu.my/id/eprint/12977

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