The Uses and Gratifications of Media Migration: Investigating the Activities, Motivations, and Predictors of Migration Behaviors Originating in Entertainment Television
Document Type
Article
Publication Date
4-3-2015
Publication Source
Journal Of Broadcasting & Electronic Media
Volume Number
59
Issue Number
2
First Page
318
Last Page
341
ISSN
0883-8151
Abstract
Increasingly, media consumers follow entertainment across media migrating from one medium to the next seeking to fulfill different needs. Using survey methods (N = 444), this exploratory research examines the underlying elements of media migration by studying the uses and gratifications of migration behavior. Specifically, findings of this survey identify migration activities, motivations, and predictors of migration. Results suggest that several of the top migration activities are strongly tied to Internet use. Findings indicate that media migration is motivated by different needs, including entertainment, escape, enlightenment, and more content-congruent exposure. Finally, amidst various predictors, the need for content-congruent exposure emerged as a strong predictor of migration.
Recommended Citation
Published in: Journal Of Broadcasting & Electronic Media, Volume 59, Issue 2, April 3, 2015, pages 318-341.
