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#SocialTV: Engaging viewers through social media

Author

Listed:
  • Burkhalter, Janée N.

    (Office of the Provost, USA)

  • Wood, Natalie T.

    (Department of Marketing, Ervian K. Haub School of Business, USA)

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.

Suggested Citation

  • Burkhalter, Janée N. & Wood, Natalie T., 2019. "#SocialTV: Engaging viewers through social media," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 7(2), pages 148-162, September.
    • Handle: RePEc:aza:jdsmm0:y:2019:v:7:i:2:p:148-162
    as

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    More about this item

    Keywords

    social television; word of mouth; social entertainment; social communities;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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