Degree Granting Department
Acculturation, Hispanic, Social Media
Uses and gratifications theory posits that media use is an intentional and selective process by individuals in order to satisfy emotional needs. Basis this theory, the author conducted an exploratory study to compare social media engagement with four factors of acculturation among Hispanic Americans. These variables were also compared to the variables of education level and generation in order to test for a relationship. An online questionnaire captured data from a sample of Hispanic American participants (N = 85). Correlation analysis was performed, and results indicated that generation had a significant relationship with social media engagement and three out of four of the factors of acculturation.
Scholar Commons Citation
Massa, Roland Rahe, "Hispanic Acculturation and Social Media Engagement: A Uses and Gratifications Perspective" (2013). Graduate Theses and Dissertations.