Extrovert And Lonely Individuals’ Social Tv Viewing Experiences: A Mediating And Moderating Role Of Social Presence

Abstract

Social TV viewing is generally understood as a simultaneous act of watching TV and engaging in communication about the TV program with other TV viewers connected online. In response to the increasing popularity of this new TV viewing practice, the current study examined how individuals’ extrovert personality and loneliness influence social TV viewing experiences through the theoretical notion of social presence. An online survey was completed by 330 individuals. Results demonstrated that extrovert personality positively influenced social TV viewing experiences; it is important to note that this relationship was mediated by social presence. Loneliness itself was negatively related to social TV viewing experiences; however, this relationship was moderated by social presence. Specifically, when lonely people felt strong social presence, they enjoyed social TV viewing experiences. The findings provide theoretical implications for social TV research, the dynamic role of social presence, social enhancement model, and social compensation model.

Publication Date

1-2-2018

Publication Title

Mass Communication and Society

Volume

21

Issue

1

Number of Pages

50-70

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/15205436.2017.1350715

Socpus ID

85027096445 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85027096445

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