TY - JOUR
AU - 
AB - sustainability Article Social TV Engagement for Increasing and Sustaining Social TV Viewers Odukorede Odunaiya *, Mary Agoyi and Oseyenbhin Sunday Osemeahon Department of Management Information Systems, School of Applied Sciences, Cyprus International University, 99258 Nicosia, Turkey; magoyi@ciu.edu.tr (M.A.); ose.sunday@gmail.com (O.S.O.) * Correspondence: Koreeodu@yahoo.com Received: 30 April 2020; Accepted: 4 June 2020; Published: 16 June 2020 Abstract: 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 e ect of game uncertainty and social media use (SMU) on social TV engagement in generating network loyalty (NL). The study also analyzed the mediating e ect 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 e ect 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. Keywords: 
TI - Social TV Engagement for Increasing and Sustaining Social TV Viewers
JF - Sustainability
DO - 10.3390/su12124906
DA - 2020-06-16
UR - https://www.deepdyve.com/lp/unpaywall/social-tv-engagement-for-increasing-and-sustaining-social-tv-viewers-0qDAAVrN57
DP - DeepDyve
ER -