Cross-Media Use in Electronic Media: The Role of Cable Television Web Sites in Cable Television Network Branding and Viewership

摘要

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 viewership. 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.