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

Abstract

© 2017 Elsevier Ltd. Little research has examined the use of social media as people watch live sporting telecasts-an 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.