An Innovative Promotional Tactic to Enhance TV Viewership Using Social Media

Konstantinos Danias (), Angelika Kyrimi () and George Marmarokopos ()
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Konstantinos Danias: Mindshare
Angelika Kyrimi: MediaBrands
George Marmarokopos: Zougla Publications

A chapter in Strategic Innovative Marketing, 2017, pp 109-114 from Springer

Abstract: Abstract Nowadays, the use of mobile devices in tandem with television is a common place for media consumers. The main motive behind this behavior is the never-ending human desire for connection, interaction, and communication. They alternate between different media “broadcasting” devices to enhance their content viewing experiences and enrich their social interactions. Social media and video viewing media are some of the main platforms users employ for sharing and expressing, stating their opinion and posting. The purpose of this essay is to shed light to the needs that lead users to be always connected to social media and explain how the theory of planned behavior applies to our expectation for their actions. Moreover, as surveys bear out that internet users multitask, we are giving from our working experience an innovative path for using media in a creative way and of course vent for further research.

Keywords: Digital media; Multi tasking; Marketing innovation; Media strategy; Theory of planned behavior (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-33865-1_13

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DOI: 10.1007/978-3-319-33865-1_13

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