Understanding the Nature, Uses, and Gratifications of Social Television: Implications for Developing Viewer Engagement and Network Loyalty

Abstract

This study employed an online survey (N = 310) to explore how viewers’ motivations for social TV participation influence their involvement in social TV activities, their program commitment, and network loyalty. Findings show that social infotainment and social companionship are the primary motivations of social TV participation. However, only social infotainment significantly predicts the intensity of viewers’ social TV usage, which has a positive influence on program commitment and network loyalty. Additionally, the relationship between social TV usage and network loyalty is partially mediated by program commitment. These findings demonstrate the value of social TV to broadcasters and provide directions for initiating and maintaining long-term relationships with viewers.

Additional information

Notes on contributors

Jhih-Syuan Lin

Jhih-Syuan Lin (Ph.D., University of Texas at Austin) is an associate professor in the Department of Advertising at National Chengchi University, Taiwan. Her research focuses on media audiences, digital and social communication strategies, and consumer-brand relationships.

Kuan-Ju Chen

Kuan-Ju Chen (Ph.D., University of Georgia) is an assistant professor in the Department of Business Administration at National Central University, Taiwan. His research interests include integrated marketing communication, social media marketing, and consumer psychology.

Yongjun Sung

Yongjun Sung (Ph.D., University of Georgia) is an associate professor in the Department of Psychology at Korea University, Seoul, Korea. His research interests include consumer psychology, advertising psychology, brand personality, consumer-brand relationships.