Beteiligte: | |
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veröffentlicht: |
2019
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Teil von: |
Interaktive, elektronische Medien Rundfunk, Telekommunikation |
Medientyp: | Buch, E-Book |
Beschreibung: | Veröffentlichungsversion begutachtet (peer reviewed) In: Media and Communication ; 7 (2019) 1 ; 139-152 |
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DOI: | https://doi.org/10.17645/mac.v7i1.1745 |
Sprache: | Englisch |
Teil von: |
Interaktive, elektronische Medien Rundfunk, Telekommunikation |
Schlagwörter: | |
Kollektion: | SSOAR Social Science Open Access Repository |
This study investigates the causal relationship between antecedents and consequences of social television viewing combining the television screen and concurrent use of a mobile, “second screen” media platform. The results indicate that social television viewing is a complex process driven by the viewers’ program affinity, motives, interpersonal interaction, and the perceived media characteristics of alternative platforms. The social television viewing behavior also has a positive influence on loyalty to television programs, time-shifted viewing, and product purchase intention. The implications of these findings and recommendations for future research are discussed. |