Examining Consumer Perceived Value in the Use of Television Network-Branded Social Media Platforms
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| Language: | English |
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Youngstown State University / OhioLINK
2021
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| Online Access: | http://rave.ohiolink.edu/etdc/view?acc_num=ysu1639049592110469 |
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ndltd-OhioLink-oai-etd.ohiolink.edu-ysu16390495921104692021-12-17T05:24:09Z Examining Consumer Perceived Value in the Use of Television Network-Branded Social Media Platforms Virgallito, Stephanie Lynn Communication Marketing Mass Media Social media Consumer behavior Television network brands This quantitative study examined the perceived value consumers have in the use of television network-branded social media platforms. Specifically, this examination was an effort to better understand the interplay of perceived value in the usage of TV network social media platforms on consumption, contribution, and creation. Additionally, relationships between consumers’ perceived value and television brand fandom, entertainment, informativeness, evaluation and recommendation were examined. Evaluating how television viewers as social media users (consumers) judge social media platforms when it comes to television-brand networks’ digital presence extends our understanding of brand loyalty. Results reveal a positive relationship between social media brand evaluation of television networks, and that social media usage can positively influence consumer engagement with television network social media content. Using the theory of multidimensional brand loyalty, this study offers suggestions for opportunities for media and entertainment brands who wish to gain insight into online consumer perceptions of brand engagement and evaluation. It also provides some guidance for TV brands for effectively pursuing social media strategies and other digital marketing practices. 2021-12-16 English text Youngstown State University / OhioLINK http://rave.ohiolink.edu/etdc/view?acc_num=ysu1639049592110469 http://rave.ohiolink.edu/etdc/view?acc_num=ysu1639049592110469 unrestricted This thesis or dissertation is protected by copyright: all rights reserved. It may not be copied or redistributed beyond the terms of applicable copyright laws. |
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NDLTD |
| language |
English |
| sources |
NDLTD |
| topic |
Communication Marketing Mass Media Social media Consumer behavior Television network brands |
| spellingShingle |
Communication Marketing Mass Media Social media Consumer behavior Television network brands Virgallito, Stephanie Lynn Examining Consumer Perceived Value in the Use of Television Network-Branded Social Media Platforms |
| author |
Virgallito, Stephanie Lynn |
| author_facet |
Virgallito, Stephanie Lynn |
| author_sort |
Virgallito, Stephanie Lynn |
| title |
Examining Consumer Perceived Value in the Use of Television Network-Branded Social Media Platforms |
| title_short |
Examining Consumer Perceived Value in the Use of Television Network-Branded Social Media Platforms |
| title_full |
Examining Consumer Perceived Value in the Use of Television Network-Branded Social Media Platforms |
| title_fullStr |
Examining Consumer Perceived Value in the Use of Television Network-Branded Social Media Platforms |
| title_full_unstemmed |
Examining Consumer Perceived Value in the Use of Television Network-Branded Social Media Platforms |
| title_sort |
examining consumer perceived value in the use of television network-branded social media platforms |
| publisher |
Youngstown State University / OhioLINK |
| publishDate |
2021 |
| url |
http://rave.ohiolink.edu/etdc/view?acc_num=ysu1639049592110469 |
| work_keys_str_mv |
AT virgallitostephanielynn examiningconsumerperceivedvalueintheuseoftelevisionnetworkbrandedsocialmediaplatforms |
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