#SocialTV: Engaging viewers through social media

Janée N. Burkhalter and Natalie T. Wood
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Janée N. Burkhalter: Office of the Provost, USA
Natalie T. Wood: Department of Marketing, Ervian K. Haub School of Business, USA

Journal of Digital & Social Media Marketing, 2019, vol. 7, issue 2, 148-162

Abstract: This exploratory study examines consumers’ engagement with a television programme through entertainment communities within social media. Using electronic word-of-mouth data about the television drama ‘Scandal’, both the content (ie topics, valence and interaction goal) and the structure (ie the use of conventions such as @, RT, # and URLs) of viewers’ engagement with the television drama ‘Scandal’ are investigated. The study reveals that Twitter is the most popular platform, allowing various types of community members — viewers, program, network, media, cast and crew — to engage with one another. In addition to the program, the network is a prominent member of the community. Recommendations are offered on appropriate strategies for engaging with viewers on social media with the goal of maintaining and growing viewership.

Keywords: social television; word of mouth; social entertainment; social communities (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2019:v:7:i:2:p:148-162

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