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Abstract
Social TV viewing is generally understood as a simultaneous act of watching TV and engaging in communication about the TV program with other TV viewers connected online. In response to the increasing popularity of this new TV viewing practice, the current study examined how individuals’ extrovert personality and loneliness influence social TV viewing experiences through the theoretical notion of social presence. An online survey was completed by 330 individuals. Results demonstrated that extrovert personality positively influenced social TV viewing experiences; it is important to note that this relationship was mediated by social presence. Loneliness itself was negatively related to social TV viewing experiences; however, this relationship was moderated by social presence. Specifically, when lonely people felt strong social presence, they enjoyed social TV viewing experiences. The findings provide theoretical implications for social TV research, the dynamic role of social presence, social enhancement model, and social compensation model.
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Notes on contributors
Jihyun Kim
Jihyun Kim (Ph.D., University of Wisconsin–Milwaukee, 2012) is an Assistant Professor in the Nicholson School of Communication at the University of Central Florida. Her research interests include the effects and implications of new media/communication technologies in diverse contexts (e.g., health, education, parasocial relationship) and the theoretical notion of presence (particularly, social presence) in technology-mediated communication contexts.
Hayeon Song
Hayeon Song (Ph.D., University of Southern California, 2008) is an Associate Professor in the Department of Global Business in the College of Business at Gachon University in South Korea. Her research interests include the social and psychological influence of new media.
Sanguk Lee
Sanguk Lee (M.A., Kent State University, 2017) is a Ph.D. student in the Department of Communication at Michigan State University. His research interests include Human Computer Interaction (HCI) and the effects of new media in diverse contexts.