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      Social media addiction: What is the role of content in YouTube?

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          Abstract

          Background

          YouTube, the online video creation and sharing site, supports both video content viewing and content creation activities. For a minority of people, the time spent engaging with YouTube can be excessive and potentially problematic.

          Method

          This study analyzed the relationship between content viewing, content creation, and YouTube addiction in a survey of 410 Indian-student YouTube users. It also examined the influence of content, social, technology, and process gratifications on user inclination toward YouTube content viewing and content creation.

          Results

          The results demonstrated that content creation in YouTube had a closer relationship with YouTube addiction than content viewing. Furthermore, social gratification was found to have a significant influence on both types of YouTube activities, whereas technology gratification did not significantly influence them. Among all perceived gratifications, content gratification had the highest relationship coefficient value with YouTube content creation inclination. The model fit and variance extracted by the endogenous constructs were good, which further validated the results of the analysis.

          Conclusion

          The study facilitates new ways to explore user gratification in using YouTube and how the channel responds to it.

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          Most cited references 95

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          Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model

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            User acceptance of information technology: system characteristics, user perceptions and behavioral impacts

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                Author and article information

                Journal
                jba
                JBA
                Journal of Behavioral Addictions
                J Behav Addict
                Akadémiai Kiadó (Budapest )
                2062-5871
                2063-5303
                14 September 2017
                September 2017
                : 6
                : 3
                : 364-377
                Affiliations
                [ 1 ] Thiagarajar School of Management , Madurai, India
                [ 2 ] Psychology Department, International Gaming Research Unit, Nottingham Trent University , Nottingham, UK
                Author notes
                [* ]Corresponding author: Mark D. Griffiths; Psychology Department, International Gaming Research Unit, Nottingham Trent University, Nottingham NG1 4BU, UK; Phone: +44 115 848 2401; E-mail: mark.griffiths@ 123456ntu.ac.uk
                Article
                10.1556/2006.6.2017.058
                5700732
                28914072
                © 2017 The Author(s)

                This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium for non-commercial purposes, provided the original author and source are credited.

                Page count
                Figures: 1, Tables: 6, Equations: 0, References: 98, Pages: 14
                Funding
                Funding sources: None.
                Categories
                FULL-LENGTH REPORT

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