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Hispanic Acculturation and Social Media Engagement: A Uses and Gratifications Perspective

Uses and gratifications theory posits that media use is an intentional and selective process by individuals in order to satisfy emotional needs. Basis this theory, the author conducted an exploratory study to compare social media engagement with four factors of acculturation among Hispanic Americans. These variables were also compared to the variables of education level and generation in order to test for a relationship. An online questionnaire captured data from a sample of Hispanic American participants (N = 85). Correlation analysis was performed, and results indicated that generation had a significant relationship with social media engagement and three out of four of the factors of acculturation.

Identiferoai:union.ndltd.org:USF/oai:scholarcommons.usf.edu:etd-5734
Date01 January 2013
CreatorsMassa, Roland Rahe
PublisherScholar Commons
Source SetsUniversity of South Flordia
Detected LanguageEnglish
Typetext
Formatapplication/pdf
SourceGraduate Theses and Dissertations
Rightsdefault

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