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Social TV Engagement for Increasing and Sustaining Social TV Viewers

Author

Listed:
  • 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)

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.

Suggested Citation

  • Odukorede Odunaiya & Mary Agoyi & Oseyenbhin Sunday Osemeahon, 2020. "Social TV Engagement for Increasing and Sustaining Social TV Viewers," Sustainability, MDPI, vol. 12(12), pages 1-11, June.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:12:p:4906-:d:372221
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    References listed on IDEAS

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    Cited by:

    1. Samuel López-Carril & Vicente Añó & María Huertas González-Serrano, 2020. "Introducing TED Talks as a Pedagogical Resource in Sport Management Education through YouTube and LinkedIn," Sustainability, MDPI, vol. 12(23), pages 1-17, December.
    2. Habes, Mohammed & Elareshi, Mokhtar & Almansoori, Ahmed & Ziani, Abdulkrim & Alsridi, Hatem, 2022. "Smart interaction and social TV used by Jordanian University students," Technology in Society, Elsevier, vol. 71(C).
    3. Albert Chukwunonso Diachi & Ayşe Tansu & Oseyenbhin Sunday Osemeahon, 2021. "No One Is Leaving This Time: Social Media Fashion Brand Communities," Sustainability, MDPI, vol. 13(23), pages 1-14, November.

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