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

Jhih Syuan Lin, Kuan Ju Chen, Youngjun Sung

Research output: Contribution to journalArticle

3 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)1-20
Number of pages20
JournalJournal of Broadcasting and Electronic Media
Volume62
Issue number1
DOIs
Publication statusPublished - 2018 Jan 2

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online survey
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ASJC Scopus subject areas

  • Communication

Cite this

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