Research

Select Publications

Media Substitution in Cable Cord-Cutting: The Adoption of Web-streaming Television (link)
by Alec Tefertiller
Journal of Broadcasting & Electronic Media, 2018, Vol. 62, Iss. 3, pp. 390-407

This study sought to better understand what factors best predict consumers’ intention to cut the cord on cable television and adopt video streaming as their primary source of television. Utilizing media substitution theory as the conceptual framework, this study conducted a nationwide survey (N = 200). Findings show that perceived advantages of streaming applications over traditional television best predicted intentions to cut the cord on cable and adopt Web streaming; these perceptions mediated the relation between user frustrations with using older television technology and intentions to cut the cord. Entertainment needs were not significant predictors of cord-cutting intentions.


Like Us on Facebook: Social Capital, Opinion Leadership, and Social Media Word-of-Mouth for Promoting Cultural Goods (link)
by Alec Tefertiller
Journal of Social Media in Society, 2018, Vol. 7, Issue 2, pp. 274-296.

While the role of paid advertising in online environments has diminished, electronic word-of-mouth (eWOM) has become increasingly valuable. This study sought to determine if consumers’ trust in their social media network, defined as social capital, or identification as an opinion leader better predicted social media eWOM related to cultural goods. The key finding was that perceived opinion leadership consistently best predicted Facebook eWOM.


Depression, Emotional States, and the Experience of Binge-Watching Narrative Television (link)
by Alec Tefertiller and Lindsey Conlin Maxwell
Atlantic Journal of Communication, 2018, Vol. 26, Issue 5, pp. 278-290

Terms like “binge-watching” and the “showhole” suggest a relationship between binge-watching and emotional health. This study sought to understand the relationship between binge-watching, unhealthy emotional traits, and regular emotional states such as sadness. The study found that emotional states experienced after binge-watching had implications for entertainment gratifications. However, the study did not find a conclusive connection between binge-watching and unhealthy emotional traits.


Moviegoing in the Netflix Age: Gratifications, Planned Behavior, and Theatrical Attendance (link)
by Alec Tefertiller
Communication & Society, 2017, Vol. 30, Iss. 4, pp. 27-44

Innovations in digital technology have provided consumers with a variety of screens and portals through which they can access motion picture entertainment. This study sought to understand what factors motivate consumers to experience a film in the theater versus waiting to see the film at home, using home-viewing technology. Using the uses and gratifications framework coupled with the theories of reasoned action and planned behavior, this study employed a survey (N = 331) designed to measure gratification expectations and viewing intentions for five films that had not yet been released in theaters. The study found that while behavioral control and satisfaction with a consumer’s theatrical and home viewing environment may play roles in determining the consumer’s decision to see a movie in the theater, it is affective gratification expectations that exert the biggest influence on theatrical attendance across different types of films.


With or Without You: Connected Viewing and Co-Viewing Twitter Activity for Traditional Appointment and Asynchronous Broadcast Models (link)
by Matthew Pittman and Alec Tefertiller
First Monday, 2015, Vol. 20, Iss. 7

Social networking services like Twitter have changed the way people engage with traditional broadcast media. But how social is “second screen” activity? The purpose of this study is to determine if patterns of connected viewing (augmenting television consumption with a second screen) and co-viewing (watching television together) are different for traditionally broadcast, “appointment” television shows versus streaming, asynchronous television releases. This study explores this phenomena of “co-connected viewing” — a combination of connected and co-viewing — on Twitter for four programs that were all released within seven days of each other: Parks and Recreation, Downton Abbey, House of Cards, and Unbreakable Kimmy Schmidt. Complete datasets (over 200,000 tweets) from 72 hours’ worth of Twitter activity for four television programs, two traditional and two streaming, were collected and analyzed. In terms of co-connected viewing, the study found that despite radically different broadcast models and corresponding shapes in Twitter activity, the ratios of social to non-social tweets were nearly identical. Additionally, the study found that the asynchronous, streaming Netflix shows saw more engagement from active Twitter users. Finally, implications are discussed for viewers, fans, advertisers, and the television industry, as well as directions for future research.

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