JOURNALISM IN NEW MEDIA AGE: EXPLORING JOURNALISTS’ PERCEIVED EASE AND IMPACT OF TWITTER ON JOB PERFORMANCE IN PAKISTAN
DOI:
https://doi.org/10.52567/pjsr.v4i2.612Abstract
Improvements in interactive technologies have altered Pakistani culture in recent times, making it easier for people to acquire digital information. Twitter provides journalists with new chances to keep themselves updated with the current happenings, build productive partnerships with audiences, and voice their ideas to boost their reputation and exposure among their followers, many thanks go to social media technologies. The present study is designed to explore twitter usage among the journalists through its usage, ease of use and its effect on their job. The study explores that majority (47%) of Pakistani journalists spend up to one hour in twitter usage. It was further revealed that journalist (72.3%) themselves tweet and do read others’ tweets as well. Empirical data reveals that five hypotheses out of six were also supported regarding the twitter usage. Findings also show that a positive attitude forwarded into helpfulness encourages journalists to use Twitter, whereas a bad attitude toward risk does not predict behavior intention and is inversely linked with behavioral intent, implying that if the risk is minimal, journalists will become more willing to be used.
Keywords: Twitter, journalist, ease, job performance, acceptance, Pakistan.
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