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YOUTUBE USAGE MOTIVATION AMONG STUDENTS USES AND GRATIFICATION ANALYSIS

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32 Pages : 318-329

http://dx.doi.org/10.31703/gssr.2021(VI-II).32      10.31703/gssr.2021(VI-II).32      Published : Jun 2

YouTube Usage Motivation among Students: Uses and Gratification Analysis

Abstract

    YouTube grow into one of the potential commercialization platforms after the inception of the Internet. Users can decide the content of the video by subscribing to popular trends. This research also aims to examine the motivation behind YouTube usage among the young generation in Pakistan. The researchers employed a descriptive quantitative approach and gathered data from n= 105 respondents from young students. Results indicated that the YouTube watching pattern among the students of AIOU showed that students use YouTube to satisfy their cognitive needs and gratify their personal, effective, and social integrative needs. Students also use YouTube for tension release. The majority of the students of AIOU use YouTube to get extra information about the topic they want to prepare for their exams. The students use YouTube to clear their concepts about specific topics and courses. Thus, it is concluded that students watch an aspiring video on YouTube, and they not only get entertained and are also motivated by these videos. Further, the research has concluded and highlighted significant study limitations accordingly.

    YouTube, Social Media, Uses and Gratification Theory, Pakistan Videos

    (1) Saadia Anwar Pasha
    Department of Mass Communication, Allama Iqbal Open University, Islamabad, Pakistan.
    (2) Amina Rasheed
    Allama Iqbal Open University, Islamabad, Pakistan
    (3) Sana Ali
    MPhil Scholar, Allama Iqbal Open University, Islamabad, Pakistan
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Cite this article

APA

CHICAGO

    CHICAGO : Pasha, Saadia Anwar, Amina Rasheed, and Sana Ali. 2021. "YouTube Usage Motivation among Students: Uses and Gratification Analysis." Global Social Sciences Review, VI (II): 318-329 doi: 10.31703/gssr.2021(VI-II).32

HARVARD

    HARVARD : PASHA, S. A., RASHEED, A. & ALI, S. 2021. YouTube Usage Motivation among Students: Uses and Gratification Analysis. Global Social Sciences Review, VI, 318-329.

MHRA

    MHRA : Pasha, Saadia Anwar, Amina Rasheed, and Sana Ali. 2021. "YouTube Usage Motivation among Students: Uses and Gratification Analysis." Global Social Sciences Review, VI: 318-329

MLA

    MLA : Pasha, Saadia Anwar, Amina Rasheed, and Sana Ali. "YouTube Usage Motivation among Students: Uses and Gratification Analysis." Global Social Sciences Review, VI.II (2021): 318-329 Print.

OXFORD

    OXFORD : Pasha, Saadia Anwar, Rasheed, Amina, and Ali, Sana (2021), "YouTube Usage Motivation among Students: Uses and Gratification Analysis", Global Social Sciences Review, VI (II), 318-329

TURABIAN

    TURABIAN : Pasha, Saadia Anwar, Amina Rasheed, and Sana Ali. "YouTube Usage Motivation among Students: Uses and Gratification Analysis." Global Social Sciences Review VI, no. II (2021): 318-329. https://doi.org/10.31703/gssr.2021(VI-II).32