Analysis of the Mediating Effect of Social Presence and Social Capital on the Relationship Between Social Viewing and the Enjoyment of TV Dramas

Abstract

This study examined the mediating effects of social presence and social capital on the relationship between social viewing and the enjoyment of watching television dramas. Specifically, we examined whether and how social viewing through a public platform (Weibo) and a private platform (WeChat) differently affect the enjoyment of watching dramas via social presence and social capital. The results of the study provided the following insights: First, social presence and social capital mediate the effects of social viewing on enjoyment when watching dramas. These effects were observed in two cases of social viewing using public and private platforms. The mediating effect of bonding social capital was absent in the case of a public platform, but was observed in the case of a private platform. Second, the mediating effect of social presence on the relationship between social viewing and the enjoyment of drama viewing was higher on the private platform (WeChat). Third, the mediating effect of bridging social capital on the relationship between social viewing and the enjoyment of watching dramas was greater on the public platform (Weibo). Finally, the mediating effect of bonding social capital on the relationship between social viewing and the enjoyment of drama viewing was more significant on the private platform (WeChat).