skip to main content
Ngôn ngữ:
Giới hạn tìm kiếm: Giới hạn tìm kiếm: Dạng tài nguyên Hiển thị kết quả với: Hiển thị kết quả với: Chỉ mục

How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment

Lim, Joon Soo ; Hwang, Youngchan ; Kim, Seyun ; Biocca, Frank A

Computers in Human Behavior, May 2015, Vol.46, pp.158-167 [Tạp chí có phản biện]

ISSN: 0747-5632 ; E-ISSN: 1873-7692 ; DOI: 10.1016/j.chb.2015.01.013

Toàn văn sẵn có

Trích dẫn Trích dẫn bởi
  • Nhan đề:
    How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment
  • Tác giả: Lim, Joon Soo ; Hwang, Youngchan ; Kim, Seyun ; Biocca, Frank A
  • Chủ đề: Social TV ; Social Media ; Engagement ; Loyalty ; Commitment ; Social Presence ; Computer Science ; Psychology
  • Là 1 phần của: Computers in Human Behavior, May 2015, Vol.46, pp.158-167
  • Mô tả: Social TV is defined as real-time backchannel communication on social networking sites (SNSs) during a live television broadcast. Despite some pessimistic forecasts concerning the impact of social TV on viewing behaviors, broadcasters have found that the social TV phenomenon plays a positive role in boosting television ratings. We examine whether television viewers’ backchannel communication during a mega-sporting event has a positive effect on their sports channel loyalty. A survey of a randomly drawn sample ( = 500) from national panel data in South Korea was conducted right after the 2014 Sochi Olympic Games. On the basis of theories in web interactivity, emotional attachment, and company–consumer identification, we proposed three levels of social TV engagement. Results of a confirmatory factor analysis yielded the tripartite dimensions of social media engagement (i.e., functional, emotional, and communal) among viewers of social TV. A test of the structural equation model (SEM) revealed that functional engagement had a direct impact on social presence and that the communal engagement had a direct effect on channel loyalty. The effect of emotional engagement on channel loyalty was mediated by channel commitment. The social presence led to channel loyalty mediated by channel commitment.
  • Ngôn ngữ: English
  • Số nhận dạng: ISSN: 0747-5632 ; E-ISSN: 1873-7692 ; DOI: 10.1016/j.chb.2015.01.013

Đang tìm Cơ sở dữ liệu bên ngoài...