TY  - BOOK
AU  - Odunaiya,Odukorede Odukorebo
AU  - Agoyi,Mary
TI  - ENGAGEMENT ON SOCIAL TV
PY  - 2022///
KW  - Social media
KW  - Dissertations, Academic
N1  - Thesis (Ph.D.) - Cyprus International University. Institute of Graduate Studies and Research Management Information Systems Department; Includes bibliography (sheets 132-140)
N2  - 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
ER  -