Deconstructing social television: usage and drivers of social media in generation Z

This study focuses on understanding what affects a viewer’s participation in Social Television in Portuguese Generation Z. Consequently, three research questions were formulated: how does series engagement, series’ genre, and the reason why a viewer starts watching a show affect social television engagement. Subsequently, a mixed-methods simple sequential technique was adopted, consisting of a qualitative phase in which 13 online interviews were conducted followed by a quantitative questionnaire which gathered 475 responses. The findings from this data allowed to conclude that higher levels of engagement, the series’ genre, and the viewer’s trigger all result in different social media usage behaviours.