Being social during the big dance: Social presence and social TV viewing for March Madness in public and private platforms
Abstract
In response to a recent trend in a TV viewing behavior, the current study examined the role of motives for social TV viewing in public and private communication platforms. Using an online survey, data were collected from college students in the U.S., who engaged in social TV viewing for March Madness, the NCAA men’s basketball tournament. Primary findings indicate that the entertainment and communication motives for social TV viewing are...
Paper Details
Title
Being social during the big dance: Social presence and social TV viewing for March Madness in public and private platforms
Published Date
Feb 10, 2020
Journal
Volume
58
Issue
2
Pages
224 - 236
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