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%T Social Television Viewing with Second Screen Platforms: Antecedents and Consequences %A Guo, Miao %J Media and Communication %N 1 %P 139-152 %V 7 %D 2019 %K mobile media; second screen platforms; social TV; viewer behavior %@ 2183-2439 %U https://www.cogitatiopress.com/mediaandcommunication/article/view/1745 %X 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. %C PRT %G en %9 Zeitschriftenartikel %W GESIS - http://www.gesis.org %~ SSOAR - http://www.ssoar.info