This doctoral dissertation builds a conceptual theory-guided explanation of the dichotomous role of Social Broadcasting Networks such as Facebook and Twitter that benefit as well as pose a threat to traditional news firms. By empirically evidencing the news consumption of individuals, it shows how the influence of these networks and the influence in the networks impact two prime news consumption behaviors viz. switching and continuance. It explains the entanglement of technology and social activity and leads towards conceptualizing the unique phenomenon of 'Competing-Complementarity.'
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