Olympics During the Pandemic
Predictors of Olympics Viewing Across Platforms During the Tokyo Games
Bibliographic Data
| ID | 13049015 |
|---|---|
| Authors | Tang Tang (0000-0002-6504-4296, Kent State University, corresponding author), Roger Cooper (0009-0005-4060-2721, Ohio University) |
| Year | 2022 |
| Volume | 11 |
| Issue | 4 |
| Pages | 706-723 |
| Publication date | 2022-03-07 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Communication & Sport (JOURNAL) |
| Journal identifiers | ISSN: 2167-4795 • E-ISSN: 2167-4809 |
| Publisher | SAGE Publishing (PUBLISHER • US) |
| DOI | 10.1177/21674795211073811 |
| OpenAlex | W4220800396 |
| Language | EN |
| Citations received | 5 |
| References cited | 30 |
This research empirically tested the Dynamic Model of Exposure by examining users’ multiplatform exposure during the Tokyo Olympic Games. Findings supported the model, suggesting that Olympics viewing was a dynamic process involving individual preferences and structures. Various preferences and structures combined to explain 37.7% of the variance in viewing the Olympics on television and 48.7% of Olympics viewing via digital streaming. Overall, endogenous preferences provided the largest predictive value, suggesting that pre-Olympic media routines had the most powerful influence on viewing this mega-event on both television and via digital streaming. Variables related to the COVID-19 pandemic showed no significant impact on those who watched the Tokyo Games
Advertising · Business · Coronavirus disease 2019 (COVID-19 · Pandemic · Variance (accounting · Media Influence and Health · Media Studies and Communication · Psychology · Social Media and Politics
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Curated Flows
| Citations per year | 1.67 |
|---|---|
| Citation span | 2023 - 2026 (4) |
| Highly cited | No |