UNCOVERING PSYCHOLOGICAL GRATIFICATIONS AFFECTING SOCIAL MEDIA UTILIZATION: A MULTIBLOCK HIERARCHICAL ANALYSIS

Izzal Asnira ZolkepliSenior Lecturer, Department of Persuasive Communication, School of Communication, Penang, Malaysia, [email protected]

http://orcid.org/0000-0002-0103-0821

Yusniza KamarulzamanAssociate Professor, Department of Marketing, Faculty of Business & Accountancy, University of Malaya, Kuala Lumpur, Malaysia, [email protected]

http://orcid.org/0000-0003-0786-4568

Philip J. KitchenAffiliate Professor in Marketing, ICN BUsiness School, Nancy, France, [email protected]

http://orcid.org/0000-0002-3128-9527

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Thilini Chathurika Gamage, Kayhan Tajeddini & Omid Tajeddini. (2022) Why Chinese travelers use WeChat to make hotel choice decisions: A uses and gratifications theory perspective. Journal of Global Scholars of Marketing Science 32:2, pages 285-312.
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Izzal Asnira Zolkepli, Sharifah Nadiah Syed Mukhiar & Chekfoung Tan. (2021) Mobile consumer behaviour on apps usage: The effects of perceived values, rating, and cost. Journal of Marketing Communications 27:6, pages 571-593.
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UNCOVERING PSYCHOLOGICAL GRATIFICATIONS AFFECTING SOCIAL MEDIA UTILIZATION: A MULTIBLOCK HIERARCHICAL ANALYSIS

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UNCOVERING PSYCHOLOGICAL GRATIFICATIONS AFFECTING SOCIAL MEDIA UTILIZATION: A MULTIBLOCK HIERARCHICAL ANALYSIS

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