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

Abstract

For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download. Steven Hoornaert and Dirk Van den PoelDepartment of Marketing, Ghent University, Ghent, Belgium Abstract Purpose -The purpose of this paper is to study consumer engagement as a dynamic, iterative process in the context of TV shows. A theoretical framework involving the central constructs of brand actions, customer engagement behaviors (CEBs), and consumption is proposed. Brand actions of TV shows include advertising and firm-generated content (FGC) on social media. CEBs include volume, sentiment, and richness of user-generated content (UGC) on social media. Consumption comprises live and time-shifted TV viewing. Design/methodology/approach -The authors study 31 new TV shows introduced in 2015. Consistent with the ecosystem framework, a simultaneous system of equations approach is adopted to analyze data from a US Cable TV provider, Kantar Media, and Twitter. Findings -The findings show that advertising efforts initiated by the TV show have a positive effect on time-shifted viewing, but a negative effect on live viewing; tweets posted by the TV show (FGC) have a negative effect on time-shifted viewing, but no effect on live viewing; and negative sentiment from tweets posted by viewers (UGC) reduces time-shifted viewing, but increases live viewing. Originality/value -Content creators and TV networks are faced with the daunting challenge of retaining their audiences in a media-fragmented world. Whereas most studies on engagement have focused on static firm-customer relationships, this study examines engagement from a dynamic, multi-agent perspective by studying interrelationships among brand actions, CEBs, and consumption over time. Accordingly, this study can help brands to quantify the effectiveness of their engagement efforts in terms of encouraging CEBs and eliciting specific TV consumption behaviors.

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