How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment

作者：

Highlights：

• We examined the effect of backchannel communication on sports channel loyalty.

• Three dimensions of social media engagement—functional, emotional, communal—were confirmed.

• The communal engagement has a direct effect on channel loyalty.

• The emotional engagement has an indirect effect on the loyalty via channel commitment.

• The results imply that the functional engagement can lead to loyalty mediated by social presence.

摘要

•We examined the effect of backchannel communication on sports channel loyalty.•Three dimensions of social media engagement—functional, emotional, communal—were confirmed.•The communal engagement has a direct effect on channel loyalty.•The emotional engagement has an indirect effect on the loyalty via channel commitment.•The results imply that the functional engagement can lead to loyalty mediated by social presence.

论文关键词：Social TV,Social media,Engagement,Loyalty,Commitment,Social presence

论文评审过程：Available online 29 January 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.01.013