School of Media and Communication Faculty Publications
Cross-Media Use in Electronic Media: The Role of Cable Television Web Sites in Cable Television Network Branding and Viewership
Document Type
Article
Abstract
This article reports a national study of Internet users' usage of cable television Web site features to illustrate the dynamics of cross-media use in electronic media and explore the role of cable television network Web sites in network branding and viewers hip. Our findings indicate that younger Internet users are much more likely to use television Web sites than older Internet users. Despite the low use of the enhanced features of television Web sites, the increase in the number of Web site feature usage positively predicts viewer loyalty, subscriber loyalty, and to a lesser extent, new subscriber attraction for cable networks. [ABSTRACT FROM AUTHOR]
Repository Citation
Ha, Louisa and Chan-Olmsted, Sylvia, "Cross-Media Use in Electronic Media: The Role of Cable Television Web Sites in Cable Television Network Branding and Viewership" (2004). School of Media and Communication Faculty Publications. 42.
https://scholarworks.bgsu.edu/smc_pub/42
Publication Date
12-2004
Publication Title
Journal of Broadcasting & Electronic Media
Publisher
Taylor & Francis
DOI
https://doi.org/10.1207/s15506878jobem4804_6
Start Page No.
620
End Page No.
645