A104. Bondad-Brown, B.A., Rice, R.E. & Pearce, K.E. (2012). Understanding the role of motivations, audience activity, generation, and contextual age in online video use and recommendations. Journal of Broadcasting and Electronic Media, 56(4), 471-493.
increasingly viewing, providing, and recommending
video content through the Internet.
Applying the uses and gratifications
framework, along with contextual age and generational theory, this
identifies and compares motivations for, and their influence on,
viewing and online user-shared video use among a US sample of adult
users. Further, this study explores the
form and role of audience activity through online user-shared video
recommendations (type, channel, and social relation). Overall, the
motivations also apply to the new online media world, but differ in
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