Motivations for Social TV Engagement and Consumption Among Egyptian Audiences
Description
This dataset explores the motivations behind social TV engagement among Egyptian audiences. A total of 438 participants from the general public responded to a structured questionnaire measuring various motivational factors influencing their engagement with social television platforms. The participants' ages ranged from 20 to over 50 years, representing a broad demographic cross-section of Egyptian media users. The data includes variables related to key motivational dimensions such as entertainment, information seeking, social interaction, passing time, and companionship. It also captures demographic details like age, gender, and media usage patterns, making it suitable for further analysis in media studies, communication research, and behavioral science. Keywords: social TV, media engagement, audience motivation, Egypt, digital media behavior, public audience, media studies, communication research
Files
Steps to reproduce
1. Survey Design: Develop a structured questionnaire based on existing literature on social TV engagement. Include items measuring key motivations such as entertainment, information seeking, social interaction, passing time, and companionship. Use a 5-point Likert scale (1 = Strongly Disagree to 5 = Strongly Agree) for each item. 2. Sampling Method: Use a non-probability purposive sampling approach to target Egyptian individuals aged 20 and above. Ensure a diverse representation in terms of age, gender, and social media usage habits. 3. Data Collection: Distribute the questionnaire both online (e.g., through Google Forms or social media) and offline (e.g., printed forms in public spaces) over a period of 4–6 weeks. Collect a minimum of 438 valid responses. 4. Data Cleaning: Check for incomplete or inconsistent responses. Remove entries with more than 20% missing data. Reverse code any negatively worded items before computing composite scores. 5. Data Preparation: Encode categorical variables (e.g., gender, age groups), and calculate total or average scores for each motivational construct. Save the cleaned data in .CSV or .XLSX format
Institutions
- Minia University