Social TV Engagement for Increasing and Sustaining Social TV Viewers

Odukorede Odunaiya, Mary Agoyi and Oseyenbhin Sunday Osemeahon
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Odukorede Odunaiya: Department of Management Information Systems, School of Applied Sciences, Cyprus International University, 99258 Nicosia, Turkey
Mary Agoyi: Department of Management Information Systems, School of Applied Sciences, Cyprus International University, 99258 Nicosia, Turkey
Oseyenbhin Sunday Osemeahon: Department of Management Information Systems, School of Applied Sciences, Cyprus International University, 99258 Nicosia, Turkey

Sustainability, 2020, vol. 12, issue 12, 1-11

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.

Keywords: social TV; game uncertainty; perceived severity; social media; social media use; social TV engagement; network loyalty (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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