Social media is the undisputed leader regarding video streaming consumption at an international level, to the detriment of SVOD services. We arrived at this observation trying to understand consumer behaviors regarding this phenomenon. Surprised by this, we sought to understand what motivates consumers to watch streaming video. In the literature, scholars seeking to study the motivations and satisfactions (called gratification factors) of consumers in media use are working with the Uses and Gratification Theory. However, while this theory explains the use of a medium, it does not explain the preference of one medium over another. We therefore wanted to use the Uses and Gratifications framework to make this comparison between social media and SVOD, and thus find an explanation for our observation: the superiority of social media. We drew on previous work to construct gratification factors applicable to SVOD, social media and video streaming. To confirm the reliability and validity of these constructs, we conducted a factorial analysis in a quantitative study, using a questionnaire distributed to the French population. Moreover, we used the data from this survey to build explanatory models for the use of social media and SVOD. Therefore, our study shows that the Uses and Gratifications Theory can be used to explain consumers’ preference for social media over SVOD services, by highlighting that the gratification factors which are the most decisive are content, process and social. Moreover, the formation of our constructs (content, social, process and technology gratifications) is the result of our reorganization of the gratifications already considered in the existing literature so that they correspond most accurately to the current behaviors of streaming video consumers. We thus provide a new basic model of analysis, which could be used by other studies on video streaming. From a practical point of view, our study also allows us to suggest to video streaming companies the points on which they can work to meet consumers’ expectations: that is to say on the possibility for users to adapt their consumption to their available time and on the possibility for interactivity directly on the platforms.

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Denna studie ämnar undersöka vilken funktion ICA:s reklamfilmer fyller när det gäller människors förhållningssätt till reklam. Är det bara en reklamfilm bland andra, eller kan den fylla andra funktioner som lockar till tittande? ICA:s reklamfilmer kan betraktas som rena reklaminslag eller annonser, men reklamfilmerna kan också betraktas som ett mediefenomen. Utifrån tidigare studier om uses- and gratifications teorin har kvalitativa intervjuer genomförts och för att analysera resultatet gjordes en tematisk analys. Resultatet visar en stor positivitet kring reklamfilmerna. Andra reklamfilmer ses ofta som intetsägande och tråkiga, medan ICA:s reklamkoncept blir som en serie som följs vecka efter vecka. Resultatet visar att synsättet på reklamfilmen nästan aldrig var ett rent inslag av reklam och annonsering, detta eftersom exponeringen av varor ofta hamnade i bakgrunden av reklamfilmens handling. Det finns en igenkänningsfaktor i karaktärerna där ICA upplevs ha jobbat aktivt med att bli mer inkluderande utifrån de samhälleliga förändringar som skett. Den yngre målgruppen såg ICA-reklamen som ett framgångsrikt koncept som stack ut i mängden från annan typ av reklam, medan den äldre målgruppen hade en mer kritisk röst till reklamfilmen

The way people choose to communicate can affect current and future relationships between sender and receiver. Business professionals communicate internally and externally using a variety of communication channels, such as e-mail, letters, phone, or face-to-face and must choose the best channel for the message they are trying to convey. The purpose of this quantitative study was to examine how business professionals choose between the available channels, the premise being that users choose communication channels due to the gratification obtained (GO). Guided by gratifications theory, which proposes that choice of a communication channel depends upon the GO, this study assessed 15 communication channels to gauge how well frequency, duration, and function predict GO. A cross-sectional survey was used to collect the research data from a random sample of currently employed alumni from an international hospitality school in Switzerland. Multiple linear regression was conducted to assess statistically significant relationships between the independent variables of frequency of use (how often), duration (how long), and functions (specific tasks) and the dependent variable: GO. The results confirmed that the regression model of frequency of use, duration, and function predict GO with a 52% variance. This study concluded with implications for positive social change for employees in higher education and the workplace and recommendations for further research on other channels or variables to improve the model for predicting GO.

This thesis explores the contemporary world of video games and analyzes why people engage with single player and multiplayer video game experiences. Based on the uses and gratifications framework, this study examines how college students are engaging with video games and if they prefer single player or online multiplayer video games. Focus groups were conducted with college students to explore the video game culture. The results demonstrated that participants preferred single player video games due to less interruption from social interactions with online multiplayer games, but also to avoid harassment and negative criticisms that continue to plague online multiplayer experiences. Results also suggest that participants seek solitude while engaging with video games in order to become immersed within the game for a more relaxed and fun experience. Gratification dimensions were included from previous research including: arousal, challenge, competition, diversion, fantasy, and social interaction. Several new dimensions not matching previous research were discovered in the data that provided new perspectives on why players engage with single player video games. The participants discussed that single player video games could be played at their own pace, stopped at any time, and then continue their experience at their leisure. Participants were also researching and anticipating new game projects from their favorite developers. Additionally, participants suggest that if the developers made video games they enjoy playing, then the participants would continue to support and follow their future game projects.

Switchgrass (Panicum virgatum L.) has become an important bioenergy crop. Warm, winter temperatures in the southeastern USA allow for fall establishment and winter growth of cool-season legumes that may provide nitrogen to the spring perenniating crop of switchgrass. Data indicates variation due to year and location, but hairy vetch plots provided a greater nitrogen percentage in the subsequent biomass production of switchgrass. In 2011, switchgrass fertilized with 56 kg ha-1 N was greater than the control and in 2012 it was greater than the 28 kg ha-1 N treatment. Variation around the means prevented clear separation among other treatments. The data also showed that hairy vetch had the greatest volunteer frequency and cover percentage throughout the year. Data from the Dairy Farm showed no differences in yields due to a lack of field management the previous years and only ball clover increased its coverage over time.

Denna kvalitativa studie syftar till att utforska gymnasieungdomars medvetenhet kring begreppet “digital källkritik" och vilka strategier de använder när de är källkritiska. Studien kommer också att undersöka vilken inre- och yttre motivation som finns hos gymnasieungdomarna när det gäller att vara källkritisk.  Studien baseras på en semistrukturerad intervjuguide som studiedesign och använder ett strategiskt bekvämlighetsurval och ett snöbollsurval. Sex Intervjuperson från tre olika kommuner i mellersta och södra Sverige deltog i studien. Teorierna som används för att tolka resultaten är källkritiska strategier och Uses & Gratifications.      Resultaten av studien visar på en osäkerhet kring definitionen av begreppet “digital källkritik” bland intervjupersonerna. Däremot hade de koll på vilka strategier som är nödvändiga att besitta. Med det sagt så hade de fortfarande svårt att ge en tydlig definition av själva begreppet. I studiens resultat diskuteras också inre och yttre motivation till att utöva digital källkritik. Intervjupersonernas yttre motivation kom från skolan. Där det fanns ett krav att de skulle vara källkritiska och den inre motivationen handlar om att de själva inte ville sprida felaktig information i sina sociala kanaler.

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This study examines the relationship between television shows and their corresponding websites featuring interactive message boards looking at the motivations and gratifications that users cited as reasons for being connected to a program. Information found provides knowledge on why viewers are drawn to TV, and what rewards they gain from the actions they perform beyond viewing the show. Specifically, this study examines if viewing a television show and discussing it on an online message board created the gratification of a greater sense of emotional attachment with the show, and if this sense of heightened emotional connection encouraged the board user to take action or become involved in some other manner other than just viewing TV. A survey featuring Likert Scale and free response options in reference to the participants' television viewing and Internet usage habits was distributed to undergraduate students at the University of Central Florida, and also to the general population with an Internet survey. Information gained from this study will aid television producers and creators to better understand the habits of their message board audiences, and what actions could be taken to entice more viewers to view extra content in relation to the TV show, and how to get users to be more interactive with their product. By providing information about message boards' abilities to encourage emotion and action, more satisfying content can be created by the producers, and the users can gain a greater understanding of their media consumption.

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