ENGAGEMENT ON SOCIAL TV / ODUKOREDE ODUKOREBO ODUNAIYA; SUPERVISOR: ASSOC. PROF. DR. MARY AGOYI

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2022Tanım: 172 sheets; 31 cm. Includes CDİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar): Tez notu: Thesis (Ph.D.) - Cyprus International University. Institute of Graduate Studies and Research Management Information Systems Department Özet: ABSTRACT The rise in social media use is one that has infiltrated TV viewing a as lots of TV viewers now combine TV viewing with social media which has given birth to the social TV phenomenon. This new phenomenon is becoming a norm in the world today and gaining the attention of researchers. Lots of broadcasting channels are now investing more in order to operate both on TV na social media to make sure they retain their viewers. With little known about how social TV (STV) strategies can be harnessed by the broadcasting industry in order to increase and sustain their viewers, this study brings new insight to the social TV phenomenon by investigating the effect of game uncertainty and social media use (SMU) on social TV engagement in generating network loyalty (NL). The study also analyzed the mediating effect of severity between game uncertainty and social media use with social TV engagement. SmartPLS 3 was used to analyze the survey data of 364 participants for the proposed model, and the findings from the study revealed that game uncertainty and social media use have a positive effect on social TV engagement, which positively influences network loyalty. In addition, it was seen that severity mediates the relationship between game uncertainty and social media use with social TV engagement.
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu D 298 O38 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Management Information Systems Department T2676
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel D 298 O38 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Management Information Systems Department CDT2676
Toplam ayırtılanlar: 0

Thesis (Ph.D.) - Cyprus International University. Institute of Graduate Studies and Research Management Information Systems Department

Includes bibliography (sheets 132-140)

ABSTRACT
The rise in social media use is one that has infiltrated TV viewing a as lots of TV
viewers now combine TV viewing with social media which has given birth to the social
TV phenomenon. This new phenomenon is becoming a norm in the world today and
gaining the attention of researchers. Lots of broadcasting channels are now investing
more in order to operate both on TV na social media to make sure they retain their
viewers. With little known about how social TV (STV) strategies can be harnessed by
the broadcasting industry in order to increase and sustain their viewers, this study brings
new insight to the social TV phenomenon by investigating the effect of game uncertainty
and social media use (SMU) on social TV engagement in generating network loyalty
(NL). The study also analyzed the mediating effect of severity between game uncertainty
and social media use with social TV engagement. SmartPLS 3 was used to analyze the
survey data of 364 participants for the proposed model, and the findings from the study
revealed that game uncertainty and social media use have a positive effect on social TV
engagement, which positively influences network loyalty. In addition, it was seen that
severity mediates the relationship between game uncertainty and social media use with
social TV engagement.

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