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Abstract
This study investigated social television viewing behavior by introducing the social engagement construct and validating its measurement scale. A total of 655 social media users in 2 online consumer panels were sampled to complete the 3-stage research strategy. Through conceptualization and operationalization of social engagement, this study identified 4 underlying dimensions in social engagement, i.e., vertical involvement, diagonal interaction, horizontal intimacy, and horizontal influence. These 4 dimensions represent a continuum in which audiences’ social engagement behaviors range from a lower level (vertical involvement) to a higher level (horizontal influence). The theoretical and practical implications of the social engagement construct were also discussed.
Notes
1. 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.
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.