How "Social" is Social TV? The Influence of Social Motives and Expected Outcomes on the Usage of Social TV Applications

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Communication and Technology Interactive Poster Session

Abstract

Social TV applications have become increasingly popular. Building on first results on motives for usage, we aim to provide a comprehensive overview of factors that influence the likelihood of using Social TV applications. A special focus lay on the identification of the relative impact of social variables such as social motives as well as expected social outcomes in the sense of social gratifications. An online survey of Social TV users (N = 101) demonstrated that frequency of Social TV usage is not predicted by socio-demographic variables like gender and age, nor by personality aspects like extraversion or need to belong. However, the motives to communicate with others, to inform oneself and to be entertained as well as the perceived social gratification of increased enjoyment were influential. When predicting usage frequency of specific platforms such as Twitter and WhatsApp, however, different patterns emerge. While WhatApp usage is predicted first and foremost by the need to belong, Twitter usage is influenced by the motive to receive information and to communicate.

Authors

• Nicole C. Kramer, U of Duisburg - Essen

• Stephan Winter, U Duisburg-Essen

• Brenda Benninghoff, U of Duisburg-Essen

• Christine Gallus, U of Duisburg-Essen