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The influence of personal and social interactive engagement in social TV websites

Author

Listed:
  • Margherita Pagani

    (EM - EMLyon Business School)

  • Alessandra Mirabello

Abstract

Traditional retail and online brands seek new ways to build a platform to enable customers to connect with one another and encourage consumer engagement. The purpose of the present work is to understand how social media is transforming consumer engagement and redefining commercial marketing strategies using video on the Web, mobile devices, and traditional TV. We develop and validate a conceptual model of how experiential personal engagement and social-interactive engagement influence active and passive behavior in the emerging form of television that supports and integrates social interaction. The paper describes how personal engagement with the content and social-interactive engagement (resulting from the perceived sense of community, intrinsic enjoyment, and participation experience) differentially influence both active and passive behavior. We test hypotheses using structural equation modeling with survey data from a sample of 814 U.S. and European social TV users. Invariance analyses show the different effect of gender and level of interaction provided (social features) by the social TV Web site. Implications for contextual advertising and social commerce are discussed.

Suggested Citation

  • Margherita Pagani & Alessandra Mirabello, 2011. "The influence of personal and social interactive engagement in social TV websites," Post-Print hal-02313091, HAL.
    • Handle: RePEc:hal:journl:hal-02313091
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    Cited by:

    1. Paramita, Widya & Chan Nhu, Huynh Ba & Ngo, Liem Viet & Minh Tran, Quan Ha & Gregory, Gary, 2021. "Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    2. Oliviane Brodin & Marie Beck & Laurent Carpentier & Dominique Crié, 2015. "Se voir et être vu dans un miroir virtuel : les effets comportementaux et attitudinaux de l’engagement corporel et social lors d’une expérience de shopping en ligne," Post-Print hal-03350200, HAL.
    3. Nadeem, Waqar & Khani, Amir H. & Schultz, Carsten D. & Adam, Nawal Abdalla & Attar, Razaz Waheeb & Hajli, Nick, 2020. "How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    4. 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).
    5. Malik Ishtiaq Ahmed & Raza Muhammad Ali & Hadi Noor Ul & Khan Mahwish J. & Hameed Farhina, 2023. "Social commerce constructs and purchase intention on social commerce sites: investigating the role of affective and cognitive attitudes in managing digital marketing challenges," Management & Marketing, Sciendo, vol. 18(s1), pages 474-495, December.
    6. Avneet Kaur & Sujata Khandai & Jones Mathew, 2023. "Mapping the Field of Social Media Engagement: A Literature Review Using Bibliometric Analysis," FIIB Business Review, , vol. 12(4), pages 368-385, December.
    7. Taewon Suh & Seok Kang & Elyria A. Kemp, 2020. "A Bayesian network approach to juxtapose brand engagement and behaviors of substantive interest in e-services," Electronic Commerce Research, Springer, vol. 20(2), pages 361-379, June.
    8. Gupta, Samrat & Deodhar, Swanand J. & Tiwari, Amit Anand & Gupta, Manjul & Mariani, Marcello, 2024. "How consumers evaluate movies on online platforms? Investigating the role of consumer engagement and external engagement," Journal of Business Research, Elsevier, vol. 176(C).
    9. Jose A. Flecha Ortiz & María Los M. Santos Corrada & Evelyn Lopez & Virgin Dones & Vivian Feliberty Lugo, 2023. "Don't make ads, make TikTok’s: media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 535-549, November.
    10. Hepola, Janne & Leppäniemi, Matti & Karjaluoto, Heikki, 2020. "Is it all about consumer engagement? Explaining continuance intention for utilitarian and hedonic service consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    11. Fang, Jiaming & Zhao, Zhirong & Wen, Chao & Wang, Ruping, 2017. "Design and performance attributes driving mobile travel application engagement," International Journal of Information Management, Elsevier, vol. 37(4), pages 269-283.
    12. Liu, Libo & Cheung, Christy M.K. & Lee, Matthew K.O., 2016. "An empirical investigation of information sharing behavior on social commerce sites," International Journal of Information Management, Elsevier, vol. 36(5), pages 686-699.

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