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Examining Consumer Perceived Value in the Use of Television Network-Branded Social Media Platforms

Virgallito, Stephanie Lynn
http://orcid.org/0000-0001-6359-0894
http://rave.ohiolink.edu/etdc/view?acc_num=ysu1639049592110469

Abstract Details

2021, Master of Arts in Professional Communication, Youngstown State University, Department of Communicaton.
This quantitative study examined the perceived value consumers have in the use of television network-branded social media platforms. Specifically, this examination was an effort to better understand the interplay of perceived value in the usage of TV network social media platforms on consumption, contribution, and creation. Additionally, relationships between consumers’ perceived value and television brand fandom, entertainment, informativeness, evaluation and recommendation were examined. Evaluating how television viewers as social media users (consumers) judge social media platforms when it comes to television-brand networks’ digital presence extends our understanding of brand loyalty. Results reveal a positive relationship between social media brand evaluation of television networks, and that social media usage can positively influence consumer engagement with television network social media content. Using the theory of multidimensional brand loyalty, this study offers suggestions for opportunities for media and entertainment brands who wish to gain insight into online consumer perceptions of brand engagement and evaluation. It also provides some guidance for TV brands for effectively pursuing social media strategies and other digital marketing practices.
Adam Earnheardt, PhD (Advisor)
Rebecca Curnalia, PhD (Committee Member)
Bruce Keillor, PhD (Committee Member)
53 p.
Communication; Marketing; Mass Media
Social media; Consumer behavior; Television network brands

Recommended Citations

Citations

  • Virgallito, S. L. (2021). Examining Consumer Perceived Value in the Use of Television Network-Branded Social Media Platforms [Master's thesis, Youngstown State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ysu1639049592110469

    APA Style (7th edition)

  • Virgallito, Stephanie. Examining Consumer Perceived Value in the Use of Television Network-Branded Social Media Platforms. 2021. Youngstown State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ysu1639049592110469.

    MLA Style (8th edition)

  • Virgallito, Stephanie. "Examining Consumer Perceived Value in the Use of Television Network-Branded Social Media Platforms." Master's thesis, Youngstown State University, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=ysu1639049592110469

    Chicago Manual of Style (17th edition)

ysu1639049592110469
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© 2021, all rights reserved.
This open access ETD is published by Youngstown State University and OhioLINK.