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Social Television Viewing with Second Screen Platforms: Antecedents and Consequences

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  • Miao Guo

    (Department of Telecommunications, Ball State University, USA)

Abstract

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.

Suggested Citation

  • Miao Guo, 2019. "Social Television Viewing with Second Screen Platforms: Antecedents and Consequences," Media and Communication, Cogitatio Press, vol. 7(1), pages 139-152.
    • Handle: RePEc:cog:meanco:v:7:y:2019:i:1:p:139-152
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    References listed on IDEAS

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