The impact of engagement motives for social TV on social presence and sports channel commitment

Young Chan Hwang, Joon Soo Lim

Research output: Contribution to journalArticlepeer-review

39 Scopus citations

Abstract

Grounded in the uses and gratifications framework and the existing body of research on mediated sports consumption, we examined young television viewers' motives for communicating with others while watching the televised Olympics and their feelings of social presence and sports channel commitment. To fulfill the goal, we conducted a survey of Korean college students who engaged in social TV experiences during the 2012 London Olympic Games. Employing structural equation modeling, each motivational factor of backchannel communication was used to predict respondents' social presence and sports channel commitment. The results showed that information and excitement motives of social TV positively related to social presence, while convenience and information motives positively predicted sports channel commitment.

Original languageEnglish (US)
Pages (from-to)755-765
Number of pages11
JournalTelematics and Informatics
Volume32
Issue number4
DOIs
StatePublished - 2015

Keywords

  • Commitment
  • Engagement
  • Olympics
  • Social TV
  • Social presence
  • Uses and gratifications

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Electrical and Electronic Engineering

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