Browse > Article
http://dx.doi.org/10.7236/IJASC.2021.10.4.1

Understanding Motivations and Engagement Outcomes of Social Media Television Coviewing  

Wu, Di (College of Journalism and Communications, University of Florida)
Kim, Eunice Eun-Sil (Department of Psychology, Ewha Woman's University)
Publication Information
International journal of advanced smart convergence / v.10, no.4, 2021 , pp. 1-13 More about this Journal
Abstract
In today's media environment, TV programmers and advertisers must strive ever harder to attract the attention of audiences. Yet what may be even more crucial is engaging audiences in conversations on social media and nourishing stronger relationships. To provide insights into how to improve audience experiences through social media television coviewing (STVC) behaviors, this study investigates audience motivations for using social networking sites (SNSs) while watching sports program (i.e., social media television coviewing-STVC) and examines relationships between identified motivations and key audience engagement outcomes. The results reveal four motivations for STVC behaviors: sports-related interaction seeking, information seeking, convenience seeking, and socializing. Further, results reveal that sports-related interaction seeking, information seeking, and socializing motivations are significant predictors of satisfaction, investment, and commitment to the program. Audience engagement outcomes are not predicted, however, by convenience seeking or by variables pertaining to SNS-use regarding STVC behaviors.
Keywords
Social media television coviewing; second screening; social networking sites (SNSs); audience engagement;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Rusbult, C. "Commitment and Satisfaction in Romantic Association: A test of the Investment Model," Journal of Experimental Social Psychology, Vol. 16, No. 2, pp. 172-186, 1980. DOI: https://doi.org/10.1016/0022-1031(80)90007-4   DOI
2 Shin, D. H. "What People Do with Digital Multimedia Broadcasting? Path Analysis of Structural Equation Modelling," International Journal of Mobile Communications, Vol. 6, No. 2, pp. 258-275, 2008.   DOI
3 Lim, J. S., Hwang, Y., Kim, S., & Biocca, F. A. "How Social Media Engagement Leads to Sports Channel Loyalty: Mediating Roles of Social Presence and Channel Commitment," Computers in Human Behavior, Vol. 46, pp. 158-167, 2015. DOI: https://doi.org/10.1016/j.chb.2015.01.013   DOI
4 Shim, H., Oh, P., Song, H., & Lee, Y. "An Exploration of Motivations for Two Screening Viewing, Social Interaction Behaviors, and Factors that Influence Viewing Intention," Cyerpsychology, Behavior, and Social Networking, Vol. 18, No. 3, pp. 158-164, 2015. DOI: https://doi.org/10.1089/cyber.2014.0543   DOI
5 Gil de Zuniga, H., Garcia-Perdomo, V., & McGregor, S. C. "What is Second Screening? Exploring Motivations of Second Screen Use and Its Effect on Online Political Participation," Journal of Communication, Vol. 65, No. 5, pp. 793-815, 2015. DOI: https://doi.org/10.1111/jcom.12174   DOI
6 Kramer, N. C., Winter, S., Benninghoff, B., & Gallus, C. "How "Social" is Social TV? The Influence of Social Motives and Expected Outcomes on the Usage on Social TV Applications," Computers in Human Behavior, Vol. 51, pp. 255-262, 2015. DOI: https://doi.org/10.1016/j.chb.2015.05.005   DOI
7 Lin, J., Sung, Y., & Chen, K. "Social Television: Examining the Antecedents and Consequences of Connected TV Viewing," Computers in Human Behavior, Vol. 58, pp. 171-178, 2016. DOI: https://doi.org/10.1016/j.chb.2015.12.025   DOI
8 Cooper, R & Tang, T. "Gender and Predictors of Multiplatform Media Uses: A Case Study of the Super Bowl," International Journal of Sport Communication, Vol. 6, No. 3, pp. 348-363, 2013. DOI: https://doi.org/10.1123/ijsc.6.3.348   DOI
9 Wang, Z & Tchernev, J. M. "The 'Myth' of Media multitasking: Reciprocal Dynamics of Media Multitasking, Personal Needs, and Gratifications," Journal of Communication, Vol. 62, No. 3, pp. 493-513, 2012. DOI: https://doi.org/10.1111/j.1460-2466.2012.01641.x   DOI
10 Dalakas, V & Langenderfer, J. Consumer Satisfaction with Television Viewing: Insight for the Entertainment Industry. Services Marketing Quarterly, Vol. 29, No. 1, pp. 47-59, 2007. DOI: https://doi.org/10.1300/J396v29n01_03   DOI
11 Godlewski, L. & Perse, E. "Audience Activity and Reality Television: Identification, Online Activity, and Satisfaction. Communication Quarterly, Vol. 58, No. 2, pp. 148-169, 2010. DOI: https://doi.org/10.1080/01463371003773358   DOI
12 Van Cauwenberge, A., Schaap, G., & van Roy, R. "TV No Longer Commands Our Full Attention: Effects Of Second-Screen Viewing and Task Relevance On Cognitive Load and Learning from News," Computers in Human Behavior, Vol. 38, pp. 100-109, 2014. DOI: https://doi.org/10.1016/j.chb.2014.05.021   DOI
13 Cohen, E. L., & Lancaster, A. L. "Individual Differences in In-Person and Social Media Television Coviewing: The Role of Emotional Contagion, Need to Belong, and Coviewing Orientation," Cyberpsychology, Behavior, and Social Networking, Vol. 17, No. 8, pp. 512-518, 2014. DOI: https://doi.org/10.1089/cyber.2013.0484   DOI
14 Guo, M., & Chan-Olmsted, S. M. Predictors of Social Television Viewing: How Perceived Program, Media, and Audience Characteristics Affect Social Engagement with Television Programming. Journal of Broadcasting & Electronic Media, Vol. 59, No. 2, pp. 240-258, 2015. DOI: https://doi.org/10.1080/08838151.2015.1029122   DOI
15 Shin, D. "Defining Sociability and Social Presence in Social TV," Computers in Human Behavior, Vol. 29, No. 3, pp. 939-947, 2013. DOI: https://doi.org/10.1016/j.chb.2012.07.006   DOI
16 Wang, Z., Irwin, M., Cooper, C., & Srivastava, J. "Multidimensions of Media Multitaking and Adaptive Media Selection," Human Communication Research, Vol. 41, No. 1, pp. 102-127, 2015. DOI: https://doi.org/10.1111/hcre.12042   DOI
17 Rubin, A. M. Uses-and-gratifications perspective on media effects. In J. Bryant & M. B. Oliver (Eds.), Media Effects: Advances in Theory and Research; 3rd edition: pp. 165-184. 2008.
18 Katz, E, Blumler, J. G. & Gurevitch, M. "Uses and Gratifications Research," Public Opinion Quarterly, Vol. 37, pp. 509-523, 1973.   DOI
19 Giglietto, F & Selva, D. "Second Screen and Participation: A Content Analysis on a Full Season Dataset of Tweets," Journal of Communication, Vol. 64, No. 2, pp. 260-277, 2014. DOI: https://doi.org/10.1111/jcom.12085   DOI
20 Simons, N. "TV Drama as a Social Experience: An Empirical Investigation of the Social Dimensions of Watching TV Drama in the Age of Non-Linear Television," Communications, Vol. 40, No. 2, pp. 219-236, 2015. DOI: https://doi.org/10.1515/commun-2015-0005   DOI
21 Yung, K. C. , Juran, K., & McMillan, S. J. "Motivators for the Intention to Use Mobile TV: A Comparison of South Korean Males and Females," International Journal of Advertising, Vol. 28, No. 1, pp. 147-167, 2009. DOI: https://doi.org/10.2501/S0265048709090477   DOI
22 Hwang, Y & Lim, J. "The Impact of Engagement Motives for Social TV on Social Presence and Sports Channel Commitment. Telematics & Informatics, Vol. 32, No. 4, pp. 755-765, 2015. DOI: https://doi.org/10.1016/j.tele.2015.03.006   DOI
23 Godlewski, L. & Perse, E. "Audience Activity and Reality Television: Identification, Online activity, and Satisfaction," Communication Quarterly, Vol. 58, No.2, pp. 148-169, 2010. DOI: https://doi.org/10.1080/01463371003773358   DOI
24 Hicks, A., Comp, S., Horovitz, J., Hovarter, M., Miki, M., & Bevan, J. L. "Why People Use Yelp. com: An Exploration of Uses and Gratifications," Computers in Human Behavior, Vol. 28, No. 6, pp. 2274-2279, 2012. DOI: https://doi.org/10.1016/j.chb.2012.06.034   DOI
25 Behrend, T. S., Sharek, D. J., Meade, A. W., & Wiebe, E. N. "The Viability of Crowdsourcing for Survey Research," Behavior Research Methods, Vol. 43, No. 3, pp. 800-813, 2011. DOI: https://doi.org/10.3758/s13428-011-0081-0   DOI
26 Ellison, N. B., Steinfield, C., & Lampe, C. "The Benefits of Facebook "friends:" Social Capital and College Students' Use of Online Social Network Sites," Journal of Computer-Mediated Communication, Vol. 12, No. 4, pp. 1143-1168, 2007. DOI: https://doi.org/10.1111/j.1083-6101.2007.00367.x   DOI
27 Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. Multivariate Data analysis: A Global Perspective. Upper Saddle River, 2010.
28 Hull, K & Schmittel, A. "A Fumbled Opportunity? A Case Study of Twitter's Role in Concussion Awareness Opportunities during the Super Bowl," Journal of Sport & Social Issues, Vol. 39, No. 1, pp. 78-94, 2015. DOI: https://doi.org/10.1177/0193723514558928   DOI
29 Wohn, D. Y., & Na, E. "Tweeting about TV: Sharing Television Viewing Experiences via Social Media Message Streams," First Monday, Vol. 16, No. 3, 2011. DOI: https://doi.org/10.5210/fm.v16i3.3368   DOI
30 Rusbult, C & Buunk, B. "Commitment Processes in Close Relationships: An Interdependence Analysis," Journal of Social and Personal Relationships, Vol. 10, No. 2, pp. 175-204, 1993. DOI: https://doi.org/10.1177/026540759301000202   DOI