USES AND GRATIFICATION ANALYSIS OF THE VIEWERS OF INFOTAINMENT PROGRAMS OF PAKISTAN

Muhammad Awais; Noshina Saleem

Muhammad Awais PhD Scholar, School of Communication Studies, University of the Punjab, Lahore, Pakistan
Noshina Saleem Professor, School of Communication Studies, University of the Punjab, Lahore, Pakistan

Keywords: Infotainment, Uses and Gratification, User Satisfaction, Habitual Use, GO-GS Discrepancy

Abstract

This study is attempted to explore the motives of the viewers in terms of their gratification sought (GS) and obtained (GO). Further, this study also explored user satisfaction from the following programs by measuring the
discrepancies between GO and GS. Sample (n=400) was selected through convenience sampling from University of Punjab and University of Central Punjab, Lahore, and Smart PLS was used to get results. Existing literature of
Uses and Gratification theory is also extended by exploring the moderating role of habitual use on the user satisfaction and Continuance Intention. It is found that the exposure is not necessarily always because of a conscious effort (motive) but also because of habitual use. The results offer valuable information in reaching the conclusion of study. Producers and directors of the following programs should take into account the viewers with high habitual use and provide content rich in information, entertainment, and communication competence so that they could return to their motivationgratification equation.