Viral viewers: Examining the role of parasocial interaction on local TV news web site visitors' loyalty and commitment

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dc.contributor.authorMapaye, Joy Chavez, 1974-
dc.date.accessioned2011-05-09T21:52:34Z
dc.date.available2011-05-09T21:52:34Z
dc.date.issued2010-09
dc.descriptionxiv, 203 p. A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number.en_US
dc.description.abstractThe purpose of this research is to advance understanding of mediated relationships in the form of parasocial interaction (PSI) in local television news branding efforts, particularly the influence of PSI on loyalty and commitment outcomes. This research is the first of its kind to attempt a test of both the TV PSI construct and Web PSI construct and their applicability to local news in the digital age. As part of this examination, the study introduces the concept of viral viewers. Motivated in part by affect, these viewers are willing to promote the station and its content across media platforms. Viewing and visiting characteristics leading to TV station and Web site loyalty and commitment are also identified. This study uses an online survey to explore three research questions and four hypotheses. The population of interest is visitors to local television news Web sites. Television stations in the Pacific Northwest were solicited to take part in the study. Six participating stations posted the survey on their Web sites. Data were collected from 277 respondents. Regression models showed Web PSI, station usefulness/quality, and TV PSI are all statistically significant predictors of loyalty and commitment. Web PSI has the largest beta coefficient when compared to the contribution of other variables. Hierarchical multiple regression also found that station usefulness/quality, site usefulness/quality, TV PSI, and Web PSI partially mediated the relationship between viewing and visiting characteristics and loyalty and commitment. The study concludes that local TV stations must be mindful of producing good content with viral potential in order to acquire help from viral viewers. Furthermore, news personalities remain important to overall brand strategy. This research fills three significant gaps in the literature surrounding local TV news research. First, it brings research on parasocial interaction into the digital age, advancing the application of the TV and Web parasocial constructs. Second, this study reconceptualizes notions of audience and promotion by introducing the concept of viral viewers. Third, it brings together scholarship regarding branding and local TV news, providing a systematic analysis of branding's role in local TV stations' multi-platform news strategy. Indexing (document details)en_US
dc.description.sponsorshipCommittee in charge: Kim Sheehan, Chairperson, Journalism and Communication Scott Maier, Member, Journalism and Communication; Biswarup Sen, Member, Journalism and Communication; David Boush, Outside Member, Marketingen_US
dc.identifier.urihttps://hdl.handle.net/1794/11158
dc.language.isoen_USen_US
dc.publisherUniversity of Oregonen_US
dc.relation.ispartofseriesUniversity of Oregon theses, School of Journalism and Communication, Ph. D., 2010;
dc.subjectViral viewersen_US
dc.subjectWeb sitesen_US
dc.subjectParasocial interactionen_US
dc.subjectLoyaltyen_US
dc.subjectLocal TV newsen_US
dc.subjectCommitmenten_US
dc.subjectTelevision newsen_US
dc.subjectMarketingen_US
dc.subjectJournalismen_US
dc.subjectCommunicationen_US
dc.subjectWeb studiesen_US
dc.subjectTelevision viewers
dc.titleViral viewers: Examining the role of parasocial interaction on local TV news web site visitors' loyalty and commitmenten_US
dc.title.alternativeExamining the role of parasocial interaction on local TV news web site visitors' loyalty and commitmenten_US
dc.typeThesisen_US

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