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Social Television Viewing with Second Screen Platforms: Antecedents and Consequences
[journal article]
Abstract This study investigates the causal relationship between antecedents and consequences of social television viewing combining the television screen and concurrent use of a mobile, “second screen” media platform. The results indicate that social television viewing is a complex process driven by the vie... view more
This study investigates the causal relationship between antecedents and consequences of social television viewing combining the television screen and concurrent use of a mobile, “second screen” media platform. The results indicate that social television viewing is a complex process driven by the viewers’ program affinity, motives, interpersonal interaction, and the perceived media characteristics of alternative platforms. The social television viewing behavior also has a positive influence on loyalty to television programs, time-shifted viewing, and product purchase intention. The implications of these findings and recommendations for future research are discussed.... view less
Keywords
television; social media; media behavior; interaction; media consumption; online media; utilization
Classification
Interactive, electronic Media
Broadcasting, Telecommunication
Free Keywords
mobile media; second screen platforms; social TV; viewer behavior
Document language
English
Publication Year
2019
Page/Pages
p. 139-152
Journal
Media and Communication, 7 (2019) 1
Issue topic
Emerging Technologies in Journalism and Media: International Perspectives on Their Nature and Impact
ISSN
2183-2439
Status
Published Version; peer reviewed