Social Television Viewing with Second Screen Platforms: Antecedents and Consequences

Miao Guo
Additional contact information
Miao Guo: Department of Telecommunications, Ball State University, USA

Media and Communication, 2019, vol. 7, issue 1, 139-152

Abstract: 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.

Keywords: mobile media; second screen platforms; social TV; viewer behavior (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.cogitatiopress.com/mediaandcommunication/article/view/1745 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cog:meanco:v7:y:2019:i:1:p:139-152

DOI: 10.17645/mac.v7i1.1745

Access Statistics for this article

Media and Communication is currently edited by Raquel Silva

More articles in Media and Communication from Cogitatio Press
Bibliographic data for series maintained by António Vieira () and IT Department ().