Interrupting Entertainment Online: Content customization and Online Television PlatformS
Keunyeong “Karina” Kim(graduate student)
Dr. S. Shyam Sundar
Online television platforms (e.g., Hulu, CBS.com, etc.) encourage users to individualize their own television viewing experience through customizable features built into those interfaces (Chamberlain, 2010). Due to customization, there is “no standard way of experiencing television” (Simon & Rose, 2010, p. 52). Among the many customizable features possible, the current study presented tested for the effects of content customization—adjusting advertisement placement in a television episode—on perceived control over the content, brand loyalty to the products featured in the advertisements, media enjoyment, narrative engagement and behavioral intentions to use and share online television platforms.
RESEARCH QUESTION / HYPOTHESES:
1. Perceived control over content
2. Brand loyalty
3. Narrative engagement and media enjoyment
4. Behavioral intentions to use and share online television platforms
Participants (N = 75) in the between-subjects experiment were exposed to a 20-minute comedic episode and were randomly assigned to one of the five different advertisement conditions. The conditions included: (1) watching all the advertisements before the episode (Open), (2) watching the episode with regular advertisement interruption (Regular), (3) choosing to view the advertisements before the episode and the use of a slider bar (COpen), (4) choosing to view the episode with regular advertisement interruption and the use of a slider bar (CRegular), and (5) watching no advertisements at all (control group). After watching the episode, participants were asked to assess primary dependent variables, including perceived control over content, perceived brand loyalty, media evaluation, narrative engagement, and behavioral intentions to use and share online television platforms.
H1: Partially supported. Perceived control had significant relationships with the content customization conditions. Findings showed that choosing advertisement placement before the episode (Copen) resulted in more perceived control when compared to the other conditions.
H2: Partially supported. Brand loyalty had significant relationships with the content customization condition. Findings showed that choosing advertisement placement before the episode (Copen) resulted in more perceived control when compared to the other conditions
H4: Not supported. There was no significant relationship found between content customization and media enjoyment.
H5: Not supported. There was no significant relationship found between the different content customization conditions (copen vs. cregular) and both narrative engagement and media enjoyment.
RQ1 & RQ2: There were no significant relationships found between content customization and behavioral intentions to use and share online television platforms.
Findings from this study showed that choosing advertisement placement before the television episode produces greater perceived control over content and brand loyalty when compared to the other conditions. This indicates that a user’s sense of control and brand loyalty is enhanced not by simply having a choice to customize the advertisement placement, but by the results of the performed customization. A sense of control was fulfilled only when the performed customization actually helped reduce potential advertisement interruptions. Similarly, brand loyalty was also achieved when the advertisements did not interrupt the media viewing experience. This might be because people were pleased with the benefits of the customization or because the customization was more noticeable than the other customization condition.
For more details regarding the study contact
Dr. S. Shyam Sundar by e-mail at email@example.com or by telephone at (814) 865-2173