International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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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)
  • Received : 2021.09.18
  • Accepted : 2021.09.25
  • Published : 2021.12.31
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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.

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References

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