Social TV Engagement for Increasing and Sustaining Social TV Viewers

• Main Authors: Odukorede Odunaiya, Mary Agoyi, Oseyenbhin Sunday Osemeahon
• Format: Article
• Language: English
• Published: MDPI AG 2020-06-01
• Series: Sustainability
• Subjects: social TV; game uncertainty; perceived severity; social media; social media use; social TV engagement
• Online Access: https://www.mdpi.com/2071-1050/12/12/4906

With little known about how social TV (STV) strategies can be harnessed by the broadcasting industry in order to increase and sustain their viewers, this study brings new insight to the social TV phenomenon by investigating the effect of game uncertainty and social media use (SMU) on social TV engagement in generating network loyalty (NL). The study also analyzed the mediating effect of severity between game uncertainty and social media use with social TV engagement. SmartPLS 3 was used to analyze the survey data of 364 participants for the proposed model, and the findings from the study revealed that game uncertainty and social media use have a positive effect on social TV engagement, which positively influences network loyalty. In addition, it was seen that severity mediates the relationship between game uncertainty and social media use with social TV engagement.