Abstract
With little known about how social TV (STV) strategies can be harnessed by the broadcasting industry in order to increase and sustain their viewers, this study brings new insight to the social TV phenomenon by investigating the effect of game uncertainty and social media use (SMU) on social TV engagement in generating network loyalty (NL). The study also analyzed the mediating effect of severity between game uncertainty and social media use with social TV engagement. SmartPLS 3 was used to analyze the survey data of 364 participants for the proposed model, and the findings from the study revealed that game uncertainty and social media use have a positive effect on social TV engagement, which positively influences network loyalty. In addition, it was seen that severity mediates the relationship between game uncertainty and social media use with social TV engagement.
Highlights
Social television is the union of television and social media
Prior studies have shown that over 80% of primetime Twitter users constantly tweet about TV programs, with 72% of them tweeting in real time while watching live programs, another 58% tweeting while viewing content platforms (e.g., Netflix), and 60% tweeting while not viewing [3]
The study provided theoretical and empirical evidence of the relationships existing between game uncertainty, severity, and social media use (SMU) on social TV engagement in generating network loyalty
Summary
Social television is the union of television and social media. This has encouraged a massive rise in connectivity and content engagement among TV viewers via social media interactions [1]. Social TV is a multi-screening and multitasking environment that gives TV viewers the luxury of following their favorite programs, sharing TV-related content, converting TV viewing to online events, and connecting with other viewers before, during, and after the program [2]. This has encouraged content providers, major broadcasting networks, and streaming websites to integrate online social networking components into their system to help in promoting programs, attracting new viewers, engaging fan bases, and influencing their viewers [1]. Other studies have shown that social TV users prioritize the perception of their co-viewers as cues in interpreting the program they are watching on TV, despite them having the liberty of forming their own independent impression of the program [5]
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