# A Uses and Gratification Perspective on Social Media Usage and Online Marketing

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8 Table 5: Results of correlation test between the dependent variable and the 8 independent variables Facebook Intensity Pearson Correlation Use to meet people Use for entertainment Use to maintain relationships Use for social events Use to share media product Use for product inquiry Use for discussion Use for information.278 **.351 **.188 **.219 **.270 **.244 **.312 **.258 ** Sig. ( tailed) N Table 6: Model summary of regression analysis Model R R Square Ajusted R Square Std.Error of the Estimagte a Table 7: Regression coefficients for each independent variable Unstandardized Coefficients Standardized Coefficients Model 1 B Std. Error Beta t Sig. (Constant) Use to m eet people Use for entertainm ent Use to m aintain relationships Use for social events Use to share m edia product Use for product inquiry Use for discussion Use for inform ation Relationship Between Motivators and Facebook independent variables have obtained positive Pearson Use Table 5 shows the results correlation test Correlation coefficient which are greater than 0 but smaller obtained in SPSS 17.0 for the correlations between the than 0.5. It means that all the independent variables in this dependent variable (Facebook identity) and the eight study have a weak but positive relationship with independent variables placed in the columns. The p-value Facebook intensity (dependent variable). Therefore, the [Sig. (2-tailed)] shown in the second row is zero for all the first 8 hypotheses (H1, H2, H3, H4, H5, H6, H7, H8) are independent variables. For a significance level of 5%, if accepted. the p-value is less than 0.05 it means that there is statistically significant linear relationship between the Predictors of Facebook Use: Table 6. shows the model variables (Bolboacã and Jäntschi, 2006). Therefore we can summary for the regression analysis, this give the overall conclude that all the independent variables have a model fit of the study. The results obtained show that in significant linear relationship with Facebook the present model the 8 independent variables tested can intensity. Table 5 also gives the Pearson Correlation explain 22.1% of the variance of the dependent variable coefficient in its first row. It is shown that all the (Facebook intensity). 141

12 37. Ruggiero, T.E., Uses ang Gratifications Theory 39. Lattimore, D., O. Baskin, S.T. Heiman and E.L. Toth, in the 21st Century. Mass Communication and Public Relations: The Profession and the Society, 3: Practice, McGraw-Hill. 38. Ellison, N.B., C. Steinfield and C. Lampe, Papacharissi, Z. and A.M. Rubin, Predictors of The Benefits of Facebook Friends: Social Capital Internet use. Journal of Broadcasting and Electronic and College Students Use of Online Social Network Media, 44: Sites. Journal of Computer-Mediated Communication, 41. Recchiuti, J.K., College Students Uses and 12: Motives For , Instant Messaging, and Online Chat Rooms. Master of Arts in Communication, University of Delaware. 145

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