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- Title
Understanding the Nature, Uses, and Gratifications of Social Television: Implications for Developing Viewer Engagement and Network Loyalty.
- Authors
Lin, Jhih-Syuan; Chen, Kuan-Ju; Sung, Yongjun
- Abstract
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.
- Subjects
PSYCHOLOGY of television viewers; SOCIAL participation; BRAND loyalty; TELEVISION networks; COMMITMENT (Psychology); TELEVISION &; society; CUSTOMER relations
- Publication
Journal of Broadcasting & Electronic Media, 2018, Vol 62, Issue 1, p1
- ISSN
0883-8151
- Publication type
Article
- DOI
10.1080/08838151.2017.1402904