Five Rings, Five Screens? A Global Examination of Social TV Influence on Social Presence and Social Identification During the 2018 Winter Olympic Games

Abstract

This study uses social presence theory and social identity theory as theoretical frameworks to examine global social TV usage during a mega-sporting event. A total of 2,296 people from six different nations (Canada, China, Germany, Japan, Sweden, and the United States) were surveyed about their social TV usage, degree of social presence, and team identification in the week following the 2018 Winter Olympics in PyeongChang, South Korea. Primary findings illustrate that increased social TV use predicts increased measures of social presence, social capital, and perceived sociability, which then influences one’s identification with their national team and Winter Olympics fandom. Additional insights are found regarding global social TV engagement and ancillary device usage habits.