Second Screening: Measuring Second Screen User Behavior in a Social Television Viewing Environment. Issue 2 (2nd April 2020)

• Record Type: Journal Article
• Authors: Guo, Miao
• Is Part Of: JMM. Volume 22:Issue 2(2020)
• Page Start: 97
• Page End: 116
• Publication Date: 2020-04-02
• Subjects: Mass media -- Management -- Periodicals; 302.23068
• DOI: 10.1080/14241277.2020.1803326
• Languages: English
• ISSNs: 1424-1277

Abstract

ABSTRACT: This study investigated second screen user behavior in a social television-viewing environment. Two online consumer panels of 1, 052 second screeners were sampled to complete the three-stage research strategy. Through conceptualization and operationalization of the second screening construct, this study identified five underlying dimensions, including utility, control, interaction, influence, and attention. These five dimensions demonstrate different functionalities delivered by digital devices, such as laptop computers, tablets, and smartphones, to interact with television content. The theoretical and practical implications of second screening were also discussed.