Social Television Viewing with Second Screen Platforms: Antecedents and Consequences
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...
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| Format: | Article |
| Language: | English |
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Cogitatio
2019-02-01
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| Series: | Media and Communication |
| Subjects: | |
| Online Access: | https://www.cogitatiopress.com/mediaandcommunication/article/view/1745 |
| _version_ | 1811343280792666112 |
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| author | Miao Guo |
| author_facet | Miao Guo |
| author_sort | Miao Guo |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-13T19:25:40Z |
| format | Article |
| id | doaj.art-7317c49b25d64e459f4bcec6a896ff1f |
| institution | Directory Open Access Journal |
| issn | 2183-2439 |
| language | English |
| last_indexed | 2024-04-13T19:25:40Z |
| publishDate | 2019-02-01 |
| publisher | Cogitatio |
| record_format | Article |
| series | Media and Communication |
| spelling | doaj.art-7317c49b25d64e459f4bcec6a896ff1f2022-12-22T02:33:22ZengCogitatioMedia and Communication2183-24392019-02-017113915210.17645/mac.v7i1.1745962Social Television Viewing with Second Screen Platforms: Antecedents and ConsequencesMiao Guo0Department of Telecommunications, Ball State University, USAThis 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.https://www.cogitatiopress.com/mediaandcommunication/article/view/1745mobile mediasecond screen platformssocial TVviewer behavior |
| spellingShingle | Miao Guo Social Television Viewing with Second Screen Platforms: Antecedents and Consequences Media and Communication mobile media second screen platforms social TV viewer behavior |
| title | Social Television Viewing with Second Screen Platforms: Antecedents and Consequences |
| title_full | Social Television Viewing with Second Screen Platforms: Antecedents and Consequences |
| title_fullStr | Social Television Viewing with Second Screen Platforms: Antecedents and Consequences |
| title_full_unstemmed | Social Television Viewing with Second Screen Platforms: Antecedents and Consequences |
| title_short | Social Television Viewing with Second Screen Platforms: Antecedents and Consequences |
| title_sort | social television viewing with second screen platforms antecedents and consequences |
| topic | mobile media second screen platforms social TV viewer behavior |
| url | https://www.cogitatiopress.com/mediaandcommunication/article/view/1745 |
| work_keys_str_mv | AT miaoguo socialtelevisionviewingwithsecondscreenplatformsantecedentsandconsequences |