How social media engagement leads to sports channel loyalty: Mediating roles of social presence and channel commitment
We examined the effect of backchannel communication on sports channel loyalty. Three dimensions of social media engagementfunctional, emotional, communalwere 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.
social media engagement loyalty social presence commitment social tv