Why we make the choices we do: Social TV viewing experiences and the mediating role of social presence. (December 2019) - Kim, Jihyun
Highlights: Social TV is examined in the context of March Madness. Active and passive social TV engagement are examined. Motives lead to different types of social TV engagement (e.g., active, passive). Motives lead to choosing different social TV platforms. Social presence plays a role as a mediator on private platforms. Abstract: Although social TV viewing research has been growing, there still exists limited information in this area. To further advance our understanding about this relatively new TV viewing practice, the current study explored motives for social TV viewing (e.g. communication, information, enjoyment), social TV platforms (e.g., public, private), social TV engagement (e.g. active, passive), and social presence. In particular, the study examined social TV viewing for the National Collegiate Athletic Association's (NCAA) March Madness event in the physical co-viewing context by use of an online survey. Primary results found that different motives lead social TV viewers to choose different social TV platforms and to be engaged differently in social TV viewing. Additionally, social presence functioned as a significant mediator between social TV engagement and social TV enjoyment on private platforms. Based on the results, implications for research and practice are discussed to provide a better understanding of how to advance social TV research and keep audiences engaged.