Social TV and the Social Soundtrack: Significance of Second Screen Interaction during Television Viewing

Mukherjee, Partha; Jansen, Bernard J.

doi:10.1007/978-3-319-05579-4_39

Cited by 14 publications

(4 citation statements)

References 6 publications

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“…Mobile technologies provide for information sharing via different social media services, such as Facebook, Twitter, Weibo, or VK. With mobile devices for access to the online social media sites during broadcasts of in-real-life (IRL) events, the resulting stream of social media posts is what we refer to as the social soundtrack (Mukherjee and Jansen, 2014).…”

Section: Introductionmentioning

confidence: 99%

Conversing and searching: the causal relationship between social media and web search

Mukherjee

Jansen

2017

Internet Research

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Purpose It is important to measure the interaction between conversing in social media and searching on the web in order to understand the impact on electronic word-of-mouth marketing. The paper aims to discuss this issue. Design/methodology/approach The authors research the relationship between social media conversing and web searching concerning brands on three major social soundtrack platforms (Instagram, Twitter, and Tumblr) and on a major web search engine (Google). The authors examine the effects of changes in both volume and attitude of conversing and volume of searching for two phases (Pre and Post) concerning brands in commercials aired during Super Bowl XLIX. The authors perform Granger causality testing and panel data regression analysis to determine the causal relationship between social media conversing and web searching. Findings Results show that volume and attitude of social media conversing has a significant causality relationship to the volume of web searching. Each unit increase of volume on Twitter, Instagram, and Tumblr significantly increases Google search volume for the same brands by 4.7 times, 11.9 times, and 8.7 times, respectively. Each unit increase of attitude score on Twitter significantly increases web search volume 3.96 times, while for Tumblr, search volume significantly increases 0.95 times with each unit. Interestingly, search volume also has a significant causality relationship on the volume of social media postings. Originality/value This research seeks to understand the commercial impacts of the interaction among broadcast advertising, social media conversing, and web searching for which there is limited prior work, especially in the context of a major media event.

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Section: Introductionmentioning

confidence: 99%

Conversing and searching: the causal relationship between social media and web search

Mukherjee

Jansen

2017

Internet Research

Self Cite

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“…By incorporating hashtags, TV shows can encourage audience engagement, facilitate discussions, and promote the show to a wider audience. This approach not only generates free promotion and marketing for the show but also fosters a sense of community among viewers, ensuring the longevity of the program (Mukherjee and Jansen 2014).…”

Section: Related Workmentioning

confidence: 99%

Unraveling the Dynamics of Television Debates and Social Media Engagement: Insights from an Indian News Show

Garimella,

Datta

2024

ICWSM

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The relationship between television shows and social media has become increasingly intertwined in recent years. Social media platforms, particularly Twitter, have emerged as significant sources of public opinion and discourse on topics discussed in television shows. In India, news debates leverage the popularity of social media to promote hashtags and engage users in discussions and debates on a daily basis. This paper focuses on the analysis of one of India's most prominent and widely-watched TV news debate shows: 'Arnab Goswami -- The Debate'. The study examines the content of the show by analyzing the hashtags used to promote it and the social media data corresponding to these hashtags. The goal is to understand the composition of the audience engaged in social media discussions related to the show. The findings reveal that the show exhibits a strong bias towards the ruling Bharatiya Janata Party (BJP), with over 60% of the debates featuring either pro-BJP or anti-opposition content. Social media support for the show primarily comes from BJP supporters. Notably, BJP leaders and influencers play a significant role in promoting the show on social media, leveraging their existing networks and resources to artificially trend specific hashtags. Furthermore, the study uncovers a reciprocal flow of information between the TV show and social media. We find evidence that the show's choice of topics is linked to social media posts made by party workers, suggesting a dynamic interplay between traditional media and online platforms. By exploring the complex interaction between television debates and social media support, this study contributes to a deeper understanding of the evolving relationship between these two domains in the digital age. The findings hold implications for media researchers and practitioners, offering insights into the ways in which social media can influence traditional media and vice versa.

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“…With the use of second screens having become a widespread practice (Cameron & Geidner, 2014; Giglietto & Selva, 2014; Harrington, 2013; Mukherjee & Jansen, 2014), it needs to be stated that television consumption is not likely to be diminished by the use of social media, but that users’ experience is rather enhanced (Harrington, 2013). Furthermore, television should not lose its role as primary distribution system but rather remain the main medium considered by the audience (Mukherjee & Jansen, 2014), as it provides the content for discussion. Overall, social media will not replace mainstream media, but complement them, providing users with alternate opportunities to engage with content (Harrington, Highfield, & Bruns, 2013).…”

Section: Twitter and Sportsmentioning

confidence: 99%

Does the Game Really Change? How Students Consume Mediated Sports in the Age of Social Media

Boehmer

2016

Communication & Sport

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Social media have been said to rival traditional media in the realm of sports. Actual evidence for a change in consumption patterns, though, remains scarce. This study investigates college students’ use of multiple distribution systems in the context of sports. More specifically, the relative importance of Twitter in relation to television is assessed. In addition, variables potentially predicting a greater reliance on Twitter are analyzed. Results indicate that television remains the primary distribution system for sports and that the importance of Twitter might have been overstated. The use of social media does not diminish the consumption of traditional sports broadcasts but is positively correlated. Finally, results of a regression analysis find that a subset of individuals is more likely to rely on Twitter depending on their tendency to engage in parasocial interactions, their Twitter use patterns, and their perceived expertise in sports.

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Social TV and the Social Soundtrack: Significance of Second Screen Interaction during Television Viewing

Cited by 14 publications

References 6 publications

Conversing and searching: the causal relationship between social media and web search

Conversing and searching: the causal relationship between social media and web search

Unraveling the Dynamics of Television Debates and Social Media Engagement: Insights from an Indian News Show

Does the Game Really Change? How Students Consume Mediated Sports in the Age of Social Media

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