Dynamics between social media engagement, firm-generated content, and live and time-shifted TV viewing (2024)

The Influence of Social TV Strategies and Contents on TV Online Engagement

2015

Are You Following Me? A Content Analysis of TV Networks' Brand Communication on Twitter

Studying the Drivers of Consumer Behavioural Engagement With Social Media Brand-Related Content

International Journal of Customer Relationship Marketing and Management, 2022

The actual behavioural engagement of consumers with social media brand-related content is measured by three activities; consumption, contribution and creation. This type of engagement is considered the true practical indicator of the success of brand presence on social media. The study aims to uncover the drivers of consumer behavioural engagement identified by the key characteristics of social media context. Accordingly, quality dimensions and perceived usefulness of the brand hosting media channel are adopted from the IT use and acceptance models. Data is collected using self-administrated questionnaire from a sample of 366 respondents in the UK. Structural Equation Modeling-V.26 was used to analyse the data. The results support the significant role of cognitive absorption in explaining how perceptions of social media quality dimensions are shaped to motivate consumer engagement behaviour. The findings enrich the extant literature of consumer engagement; additionally, several prac...

Understanding Engagement and Willingness to Speak Up in Social-Television: A Full-Season, Cross-Genre Analysis of TV Audience Participation on Twitter

The practice of watching TV while using a secondary device is becoming a widespread social phenomenon. At the same time, a growing amount of studies, focus on users’ communicative behaviors while consuming specific TV programs or genres. Despite a diffuse scholarly interest on this issue, few studies compare different forms of online audience participation generated around different TV genres. This paper presents a full-season comparative study of live tweeting practices generated around a political talk show and a talent show. We focused on the following research questions: RQ1. What triggers active audience engagement in the two formats? RQ2. Do people tend to delegate or cover up the expression of opinion when the show deals with politics rather than entertainment? To answer these questions, from August 30 2012 to June 30 2013, we collected all tweets containing either the official hashtag of the political talk show Servizio Pubblico or the sixth Italian edition of X-Factor for a total amount of about 1 million tweets. For each episode (37), we identified peaks of Twitter engagement and observed the corresponding TV scene. We found that surprise and suspense play a different role in enacting online audience engagement. Further content analysis on a sample of eight peaks (13,189 coded tweets) confirmed the substantial difference in the way opinions are expressed when commenting on politics and entertainment.

Consumer Engagement Relationships in Social Media Campaigns By Shani Lewis A Capstone Project Presented to the Faculty of the AU School of Communication in Partial

The Main Role of Video Ads' Structure on Social Media Engagement

Proceedings of the 19th International Conference on WWW/Internet, 2020

Social networks play an important role in the life of today's societies Brands create and share advertising video ads on social media networks and, in the context of the COVID-19 pandemic, social networks have allowed brands to communicate with their consumers, and creativity and narrative structures were important to consumers Brands are producing video ads that show consumers' day context in order to obtain greater social media engagement Considering that, this paper aims to study whether that goal is being achieved The empirical research, from which we obtained 427 responses and which was tested using structural equations using the AMOS software, allows to conclude that creativity, the structure of the narrative and the consumer's congruence with the brand are determinants of engagement in social media Further, presents practical and theoretical recommendations © Ibero-American WWW / Internet Conference 2020

The Role of Paid and Earned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing Enjoyment

SSRN Electronic Journal, 2012

Media Engagement and Advertising Effectiveness

Non-sponsored brand-related user-generated content: Effects and mechanisms of consumer engagement

Journal of Product & Brand Management, 2021

Purpose – This study investigates whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related user-generated content (UGC). The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals choose how to consume, contribute or create brand-related content with no formal brand incentive or control. Design/methodology/approach – The study focuses on the question of how users engage with non-sponsored brand-related UGC on Instagram and assesses the influence of UGC perceived value, using partial least squares variance-based structural equation modeling. Findings – The research shows significant and positive effects of UGC on Instagram users´ intentions to engage with the platform and the influence of UGC perceived value on UGC uses. The findings deepen our understanding of the mechanisms underlying non-sponsored brand-related UGC in consumer engagement marketing, with significant implications for brand managers and the future development of Instagram and other social media platforms. Originality – The UGC functional, social and emotional values are evaluated for their effects on generating the three distinct patterns of consumer online brand-related activities (consumer, contribute and create) in the non-sponsored brand-related UGC context.

Toward a Tweet Typology: Contributory Consumer Engagement With Brand Messages by Content Type