Theory of uses and gratifications: A Review
The main goal of the uses and gratifications theory was to explain what kind of the needs people can fulfill through media usage. According to this theory: audience is active and individuals use media to achieve some goals and gratifications. The gratifications that audience can accomplish through m...
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| Format: | Article |
| Language: | English |
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Srpsko udruženje za marketing
2012-01-01
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| Series: | Marketing (Beograd. 1991) |
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| Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2012/0354-34711203219F.pdf |