Facebook as a second screen: An influence on sport consumer satisfaction and behavioral intention

Abstract

Little research has examined the use of social media as people watch live sporting telecastsan activity that has been referred to as the second screen phenomenon. The paper proposes and tests a second screen consumer engagement model that captures the actions of Facebook users (N=299) while watching a live sport telecast. Findings highlight the direct and indirect effect of social camaraderie, subjective norm, fan emotion and purposive needs on sport consumers' satisfaction and behavioral intention. The behavioral intention of consumers when using Facebook as a second screen was associated with the increased likelihood of using the platform to purchase team products, make recommendations and investigate sponsors. The proposed model contributes to the emerging literature highlighting the increasing importance of social media as an interactive support channel when people watch live telecasts. The findings have practical implications for managers by providing insights and understanding of consumers when watching telecast sport. Although tested with Thai English Premier League fans, the findings will have relevance across different sports and other business sectors.

Social Second Screen: WhatsApp and Watching the World Cup

“…It also increases the weight of importance of the sport within the viewer’s life in general. Phonthanukitithaworn and Sellitto (2017) note the strong emotional and behavioral influences of this phenomenon on sports fans. They argue that the use of a second screen in these circumstances contributes to reinforcing feelings of fraternity and community among fans who are members of a social media group that interacts during the viewing time.…”

“…The first perspective concerns the stretching of the boundaries of the shared viewing experience beyond the circle of those who are physically present. The second pertains to the implications of the entry of new players into the familiar relationship between the fans and the traditional broadcast media (Billings, Qiao, Conlin, & Nie, 2017; Cunningham & Eastin, 2017; Gantz et al, 2012; Girginova, 2015; Hutchins & Rowe, 2012; Phonthanukitithaworn & Sellitto, 2017; Rowe & Baker, 2012; Thorpe, 2017). Some researchers focus on the economic aspects of the second screen phenomenon during the televised broadcast of sports games (especially in the sense of the challenge for advertisers and other stakeholders to keep viewers’ attention).…”

Unboxing the green box: an empirical assessment of buying behavior of green products

“…Attention to environmentally friendly messages on the internet and media dependency is linked positively to behavioral intentions (Ho et al, 2015). In another research, it is stated that the behavioral intentions of consumers when using Facebook (social media) were positively related to the higher chance of using social media platforms to purchase products (Phonthanukitithaworn and Sellitto, 2017). So, we proposed that:…”

What Drives Our Emotions When We Watch Sporting Events? An ESM Study on the Affective Experience of German Spectators During the 2018 FIFA World Cup

“…This dovetails well with research showing that secondscreen social media usage may enable mediated co-viewing experiences that are emotionally similar to physical co-viewing (Cohen, 2017;Cohen, Bowman, & Lancaster, 2016). In the current context, these phenomena may be even more likely to occur given 63% (Wang, 2015) to 79% (Cunningham & Eastin, 2017) of sports spectators access social media during sports consumption, with many soccer spectators deliberately using social media during the matches as an emotional outlet and way to experience social camaraderie (Phonthanukitithaworn & Sellitto, 2017;Yu & Wang, 2015).…”