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Understanding the Nature, Uses, and Gratifications of Social Television: Implications for Developing Viewer Engagement and Network Loyalty

This study employed an online survey (N = 310) to explore how viewers’ motivations for social TV participation influence their involvement in social TV activities, their program commitment, and network loyalty. Findings show that social infotainment and social companionship are the primary motivatio... Full description

Journal Title: Journal of Broadcasting & Electronic Media 02 January 2018, Vol.62(1), p.1-20
Main Author: Lin, Jhih-Syuan
Other Authors: Chen, Kuan-Ju , Sung, Yongjun
Format: Electronic Article Electronic Article
Language: English
Subjects:
Publisher: Routledge
ID: ISSN: 0883-8151 ; E-ISSN: 1550-6878 ; DOI: 10.1080/08838151.2017.1402904
Link: http://dx.doi.org/10.1080/08838151.2017.1402904
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title: Understanding the Nature, Uses, and Gratifications of Social Television: Implications for Developing Viewer Engagement and Network Loyalty
format: Article
creator:
  • Lin, Jhih-Syuan
  • Chen, Kuan-Ju
  • Sung, Yongjun
subjects:
  • Article
ispartof: Journal of Broadcasting & Electronic Media, 02 January 2018, Vol.62(1), p.1-20
description: This study employed an online survey (N = 310) to explore how viewers’ motivations for social TV participation influence their involvement in social TV activities, their program commitment, and network loyalty. Findings show that social infotainment and social companionship are the primary motivations of social TV participation. However, only social infotainment significantly predicts the intensity of viewers’ social TV usage, which has a positive influence on program commitment and network loyalty. Additionally, the relationship between social TV usage and network loyalty is partially mediated by program commitment. These findings demonstrate the value of social TV to broadcasters and provide directions for initiating and maintaining long-term relationships with viewers.
language: eng
source:
identifier: ISSN: 0883-8151 ; E-ISSN: 1550-6878 ; DOI: 10.1080/08838151.2017.1402904
fulltext: fulltext
issn:
  • 0883-8151
  • 08838151
  • 1550-6878
  • 15506878
url: Link


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abstractThis study employed an online survey (N = 310) to explore how viewers’ motivations for social TV participation influence their involvement in social TV activities, their program commitment, and network loyalty. Findings show that social infotainment and social companionship are the primary motivations of social TV participation. However, only social infotainment significantly predicts the intensity of viewers’ social TV usage, which has a positive influence on program commitment and network loyalty. Additionally, the relationship between social TV usage and network loyalty is partially mediated by program commitment. These findings demonstrate the value of social TV to broadcasters and provide directions for initiating and maintaining long-term relationships with viewers.
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