000 02286nam a22002657a 4500
003 KOHA_Geminibilgi
005 20220429155855.0
008 220429d2022 cy ||||| |m|| 00| 0 eng d
040 _aCY-NiCIU
_beng
_cCY-NiCIU
_erda
041 _aeng
090 _aD 298
_bO38 2022
100 1 _aOdunaiya, Odukorede Odukorebo
245 1 0 _aENGAGEMENT ON SOCIAL TV /
_cODUKOREDE ODUKOREBO ODUNAIYA; SUPERVISOR: ASSOC. PROF. DR. MARY AGOYI
264 _c2022
300 _a172 sheets;
_c31 cm.
_eIncludes CD
336 _2rdacontent
_atext
_btxt
337 _2rdamedia
_aunmediated
_bn
338 _2rdacarrier
_avolume
_bnc
502 _aThesis (Ph.D.) - Cyprus International University. Institute of Graduate Studies and Research Management Information Systems Department
504 _aIncludes bibliography (sheets 132-140)
520 _aABSTRACT 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.
650 0 _aSocial media
_vDissertations, Academic
700 1 _aAgoyi, Mary
_esupervisor
942 _2ddc
_cTS
999 _c284278
_d284278