Motivated by a combination of social media, technological evolution, as well as new habits and preferences of TV content consumers, there is an increasing demand for enhancement of professional productions with user generated content. Studies have explored the potential and feasibility of this approach, indicating that footage from non-professionals can be effectively used to enrich the viewing experience. However, an important concern is whether such efforts are appealing to potential contributors, and what can actually impact their satisfaction and loyalty. Aiming to investigate these factors, this paper presents a mobile application for content contributors and a study involving 38 attendees of live events, using the application in the field. The events were hosted in two different countries, and transmitted by two well-known broadcasters. The results suggest that age, gender, technological expertise, and overall sharing attitude do not affect the satisfaction and loyalty of contributors. The differentiating factors, however, are the filming confidence and expertise of contributors, as well as the Wi-Fi/4G connectivity on-site. Implications of these findings are discussed and recommendations for similar endeavors are provided.
Keywords: Customer loyalty; Field study; Media sharing; Professional broadcasting productions; User generated content; User satisfaction.
© The Author(s) 2021.