COM3706
ASSIGNMENT 01 2023 (SEMESTER 01)
UNISA
PASS WITH 75%+
FOR ASSIGNMENT, PORTFOLIO AND EXAM
ASSISTANCE
CALL/WHATSAPP: +27 78 158 2606
i
,DECLARATION
ii
, TABLE OF CONTENT
1.1 INTRODUCTION................................................................................................................................1
1.2 RESEARCH QUESTIONS....................................................................................................................1
1.3 CONCEPTUAL FRAMEWORK.............................................................................................................1
1.3.1 The concept of social media.........................................................................................................1
1.3.2 Benefits of social media................................................................................................................2
1.3.3 Important elements of social media.............................................................................................4
1.4 LITERATURE REVIEW........................................................................................................................4
1.4.1 Push factors for using social media networks for self-gratification...............................................4
1.4.1.1 Facilitation of social interaction.................................................................................................4
1.4.1.2 Availability of support network..................................................................................................5
1.4.1.3 Knowledge sharing.....................................................................................................................6
1.4.1.4 Socialisation...............................................................................................................................7
1.4.1.5 Social motivations......................................................................................................................8
1.4.1.6 Entertainment motivations........................................................................................................8
1.4.1.7 Social media co-creation............................................................................................................9
1.4.2 Negative effects of using social media networks for self-gratification..........................................9
1.5 THEORETICAL FRAMEWORK..........................................................................................................11
1.5.1 The Uses and Gratifications Theory............................................................................................11
1.5.2 History of UGT............................................................................................................................11
1.5.3 Assumptions of UGT...................................................................................................................12
1.5.4 Key Constructs of UGT................................................................................................................13
1.5.5 Relevance to study......................................................................................................................14
1.6 RESEARCH METHOD.......................................................................................................................14
1.6.1 Characteristics between qualitative and quantitative research designs.....................................14
1.6.2 The goal of the study..................................................................................................................16
1.6.3 Two objectives of the study........................................................................................................16
1.6.4 The population of the study........................................................................................................16
1.6.5 The sampling method and size of the study...............................................................................16
1.6.6 The unit of analysis.....................................................................................................................17
1.6.7 Data collection methods.............................................................................................................17
1.7 CONCLUSION.................................................................................................................................18
1.8 REFERENCES...................................................................................................................................20
iii
ASSIGNMENT 01 2023 (SEMESTER 01)
UNISA
PASS WITH 75%+
FOR ASSIGNMENT, PORTFOLIO AND EXAM
ASSISTANCE
CALL/WHATSAPP: +27 78 158 2606
i
,DECLARATION
ii
, TABLE OF CONTENT
1.1 INTRODUCTION................................................................................................................................1
1.2 RESEARCH QUESTIONS....................................................................................................................1
1.3 CONCEPTUAL FRAMEWORK.............................................................................................................1
1.3.1 The concept of social media.........................................................................................................1
1.3.2 Benefits of social media................................................................................................................2
1.3.3 Important elements of social media.............................................................................................4
1.4 LITERATURE REVIEW........................................................................................................................4
1.4.1 Push factors for using social media networks for self-gratification...............................................4
1.4.1.1 Facilitation of social interaction.................................................................................................4
1.4.1.2 Availability of support network..................................................................................................5
1.4.1.3 Knowledge sharing.....................................................................................................................6
1.4.1.4 Socialisation...............................................................................................................................7
1.4.1.5 Social motivations......................................................................................................................8
1.4.1.6 Entertainment motivations........................................................................................................8
1.4.1.7 Social media co-creation............................................................................................................9
1.4.2 Negative effects of using social media networks for self-gratification..........................................9
1.5 THEORETICAL FRAMEWORK..........................................................................................................11
1.5.1 The Uses and Gratifications Theory............................................................................................11
1.5.2 History of UGT............................................................................................................................11
1.5.3 Assumptions of UGT...................................................................................................................12
1.5.4 Key Constructs of UGT................................................................................................................13
1.5.5 Relevance to study......................................................................................................................14
1.6 RESEARCH METHOD.......................................................................................................................14
1.6.1 Characteristics between qualitative and quantitative research designs.....................................14
1.6.2 The goal of the study..................................................................................................................16
1.6.3 Two objectives of the study........................................................................................................16
1.6.4 The population of the study........................................................................................................16
1.6.5 The sampling method and size of the study...............................................................................16
1.6.6 The unit of analysis.....................................................................................................................17
1.6.7 Data collection methods.............................................................................................................17
1.7 CONCLUSION.................................................................................................................................18
1.8 REFERENCES...................................................................................................................................20
iii
