• Journal of Internet Computing and Services
    ISSN 2287 - 1136(Online) / ISSN 1598 - 0170 (Print)
    http://jics.or.kr/

Niche Analysis in Social Media with Uses and Gratification Theory Appply in Facebook, Instagram, YouTube, Pinterest, Twitter


Hyeon-ju Cha, Sang-hee Kweon, Journal of Internet Computing and Services, Vol. 22, No. 2, pp. 89-107, Apr. 2021
10.7472/jksii.2021.22.2.89, Full Text:
Keywords: Social Media, Niche Breadth, Uses and Gratification Theory, Niche Overlap, Competitive superiority

Abstract

This paper explores the empirically analyzes the competitive nature of the five social media by analyzing the proper SNS service such as Facebook, Instagram, YouTube, Pinterest, and Twitter. In this study, we surveyed the use and satisfaction of social media for SNS users by using the proper theory. A total of 224 users were selected for analysis. Based on the results of the questionnaire, factor analysis was carried out to extract common factors such as relationship, sociality, convenience, daily life, and entertainment. As a result of the research using proper analysis, Facebook showed the widest narrowness in sociality (.627) and convenience (.636) in the first place, and YouTube showed the lowest in daily life (.670) and entertainment (.615) In the relationship (.520), the Instagram was the widest. In terms of five factors, Facebook and YouTube have the greatest overlap in relationship (1.826) and sociality (2.696), while Pinterest and Twitter are the most common in daily life (1.937) and entertainment (2.263) There is redundancy, and for convenience (2.583), YouTube and Twitter have the most redundancy. Facebook, Instagram, and YouTube have a competitive advantage over Pinterest in terms of relationships, sociality, convenience, routine, and entertainment, and are competitive across all factors except Facebook, Instagram, and YouTube Twitter It is possible to confirm that it is superior.


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Cite this article
[APA Style]
Hyeon-ju Cha and Sang-hee Kweon (2021). Niche Analysis in Social Media with Uses and Gratification Theory Appply in Facebook, Instagram, YouTube, Pinterest, Twitter. Journal of Internet Computing and Services, 22(2), 89-107. DOI: 10.7472/jksii.2021.22.2.89.

[IEEE Style]
H. Cha and S. Kweon, "Niche Analysis in Social Media with Uses and Gratification Theory Appply in Facebook, Instagram, YouTube, Pinterest, Twitter," Journal of Internet Computing and Services, vol. 22, no. 2, pp. 89-107, 2021. DOI: 10.7472/jksii.2021.22.2.89.

[ACM Style]
Hyeon-ju Cha and Sang-hee Kweon. 2021. Niche Analysis in Social Media with Uses and Gratification Theory Appply in Facebook, Instagram, YouTube, Pinterest, Twitter. Journal of Internet Computing and Services, 22, 2, (2021), 89-107. DOI: 10.7472/jksii.2021.22.2.89.