Understanding the effect of social television on TV branding
Understanding the effect of social television on TV branding
Abstract: Drawing on the uses and gratifications framework, a survey of 345 participants was conducted to examine the effect of viewers’ social TV usage on the development of program commitment and network loyalty. The results show that social TV participation is primary driven by social infotainment and social companionship motivations. However, only social infotainment significantly predicts the intensity of viewers’ social TV usage, which subsequently influences their program commitment and network loyalty. In addition, program commitment partially mediates the relationship between social TV usage and network loyalty. The results demonstrate the value of social TV to broadcasters and provide directions for initiating and maintaining long-term relationships with viewers. Theoretical and managerial implications of the findings are discussed.
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