Social Television Viewing with Second Screen Platforms: Antecedents and Consequences

Open Access Journal | ISSN: 2183-2439

Article | Open Access

Social Television Viewing with Second Screen Platforms: Antecedents and Consequences


  • Miao Guo Department of Telecommunications, Ball State University, USA


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Abstract:  This study investigates the causal relationship between antecedents and consequences of social television viewing combining the television screen and concurrent use of a mobile, “second screen” media platform. The results indicate that social television viewing is a complex process driven by the viewers’ program affinity, motives, interpersonal interaction, and the perceived media characteristics of alternative platforms. The social television viewing behavior also has a positive influence on loyalty to television programs, time-shifted viewing, and product purchase intention. The implications of these findings and recommendations for future research are discussed.

Keywords:  mobile media; second screen platforms; social TV; viewer behavior

Published:   19 February 2019


DOI: https://doi.org/10.17645/mac.v7i1.1745


© Miao Guo. This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 license (http://creativecommons.org/licenses/by/4.0), which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.