Predictors of Social Television Viewing: How Perceived Program, Media, and Audience Characteristics Affect Social Engagement With Television Programming

Abstract

This study investigated social television viewing by introducing the social engagement construct. Three categories of factors, television program related perceptions, social media characteristics, and audience attributes, were proposed to predict the social engagement experience. This investigation tested 10 audience motives for using social media to engage with television content. It was found that social engagement is a complex process driven by multiple factors, particularly, program-related variables such as affinity, involvement, and genre preferences, as well as individuals' innovativeness trait.

Notes

Notes

¹ The 15 social engagement scale items are: “I have used social bookmarks (e.g., Digg and Delicious) to tag the program(s).” “I have used widgets to embed the program(s) 'video clips or photos online.” “I have used check-in apps for the program(s) in Foursquare, Miso, Philo, Starling, or GetGlue, etc.” “I have used my mobile phone to watch video clips, check photos, and text alerts, or play games relevant to the program.” “I have subscribed to the program(s)' RSS feeds or podcasts.” “I have uploaded or forwarded videos or photos relevant to the program(s).” “I am a follower of the program(s) (including actors, writers, producers, etc.) in microblogs (e.g., Twitter).” “I have read the program(s) tweets (including actors, writers, producers, etc.,) in microblogs (e.g., Twitter).” “I have written or commented on the program(s) tweets (including actors, writers, producers, etc.) in microblogs (e.g., Twitter).” “I have read blog posts relevant to the program(s).” “I have written or commented on blog posts relevant to the program(s).” “I have read the program(s) posts in online discussion forums.” “I have written or commented on the program(s) posts in online discussion forums.” “I am a fan of the program(s) and share them with my friends in social networks (e.g., Facebook and MySpace).” “I have written or commented on the program(s) posts in social networks (e.g., Facebook and MySpace).”

² The television program list by the number of social media users: NCIS, America's Got Talent, Family Guy, The Simpsons, Glee, True Blood, South Park, The Big Bang Theory, How I Met Your Mother, Big Brother, Jersey Shore, Teen Mom, The Office, The Vampire Diaries, Keeping Up with the Kardashians, Conan, Gossip Girl, Monday Night Raw, and Pretty Little Liars.

³ See Note 1 for the 15 items.

Additional information

Notes on contributors

Miao Guo

Miao Guo (Ph.D., University of Florida) is an assistant professor in the Department of Telecommunications at Ball State University. Her research interests center on audience behavior, social media, and communication technology.

Sylvia M. Chan-Olmsted

Sylvia M. Chan-Olmsted (Ph.D., Michigan State University) is a professor in the College of Journalism and Communications at the University of Florida. Her research interests include brand management in the context of digital media, mobile, and social media consumers and strategic media management.