Social TV Engagement for Increasing and Sustaining Social TV Viewers

Odunaiya, Odukorede; Agoyi, Mary; Osemeahon, Oseyenbhin Sunday

doi:10.3390/su12124906

Cited by 10 publications

(3 citation statements)

References 44 publications

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“…For the effect of social TV, some studies have explored appropriate audience engagement strategies (e.g. Benton and Hill, 2012; Odunaiya et al ., 2020). Most related studies have focused on the use of Twitter (e.g.…”

Section: Literature Reviewmentioning

confidence: 99%

Social TV and audience engagement: investigating the relationship between Facebook engagement and TV performance of The Voice (USA)

Tsai

Lin²

2022

OIR

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PurposeThis study aims to examine entertainment TV shows' social media accounts to theoretically and practically explore the relationship between social media engagement and the performance (represented by ratings) of such shows.Design/methodology/approachBy using the data of a popular TV show in the USA, The Voice, the present study examined the messages on the Facebook fan page of the show and how these messages correlated with the ratings of the show. Social media usage data in the course of three seasons (Seasons 10–12, 82 episodes in total) were collected from Facebook (N = 1,192,722 messages). Both regression and sentiment analysis were performed.FindingsOverall, the findings revealed positive relationships of TV show ratings with both passive social media engagement (Facebook likes) and the number of official posts. However, active social media engagement was not positively related to show ratings.Originality/valueBy enhancing understanding of audience engagement with social media, our research extends knowledge related to the nature and development of viewer involvement with entertainment across different media platforms. Our results also help clarify how interpersonal communication (social media comments) and mass communication (TV programs) intersect. Practically, the findings could be applied to improve the interaction of TV audiences with show content, provide insights into the future of social TV development and inform decision-making amongst TV industry professionals.

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Section: Literature Reviewmentioning

confidence: 99%

Social TV and audience engagement: investigating the relationship between Facebook engagement and TV performance of The Voice (USA)

Tsai

Lin²

2022

OIR

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“…When the viewers get emotionally attached to a channel, they tend to get inspired by it, watch it, and frequently speak about it with others on different channels. They express their feelings with others (Odunaiya, Agoyi, & Osemeahon, 2020;Yang, Chen, Wang, & Zhu, 2017). The emotional engagement of the individuals is the result of their engagement with the content being displayed.…”

Section: Parasocial Relationship and Repeated Viewingmentioning

confidence: 99%

Parasocial Relationships and Repeated Viewing of YouTube and TV Channels: A Mediated Moderated Framework

Hasan

Rahman

Khan³

et al. 2022

Preprint

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With the increasing penetration of the internet and modern entertainment-related technologies, there is a shift and surge in media usage behavior. Owing to the gravity of this issue, the researchers probed the predictors of audiences' repeated usage of certain media, i.e., TV and YouTube channels. Moreover, they explored the mediating influence of parasocial relationships on the relationship between media addiction and repeated usage. They also studied the moderation of emotional engagement on the relationship between media addiction and parasocial relationships. The nature of this study is cross-sectional and descriptive. A total of 400 participants were approached via convenience sampling and were requested to fill the questionnaires. However, the researchers received only 325 complete responses. Therefore, the data analysis via the PLS-SEM approach was performed on 325 responses. This assessment was done on the measurement model as well as the structural model. The results of the study revealed that TV channel addiction among the respondents tends to result in parasocial relationships. Moreover, the moderation of parasocial relationships and mediation of emotional engagement were also found to be significant in the case of TV channels. On the contrary, the results did not reveal a significant relationship between YouTube channel addiction and parasocial relationships. Additionally, the moderation of parasocial relationships and mediation of emotional engagement were also not found significant. A more detailed result is presented in the corresponding sections, and future directions are also provided.

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“…Con respecto a la interacción, Twitch emplea canales de conversación en modo texto para dotar de interacción al contenido difundido por los creadores. El uso de estos canales en los que los espectadores pueden aportar sus opiniones, sus preguntas e interactuar entre ellos, junto con el uso de la segunda pantalla, es muy habitual en la «televisión social», un concepto estudiado por muchos autores (Bautista et al, 2016;Cesar y Geerts, 2011;Hamaguchi et al, 2012;Mantzari et al, 2008;Odunaiya et al, 2020;Pagani y Mirabello, 2011;Quintas-Froufe y González-Neira, 2022).…”

Section: El Estilo De Twitchunclassified

Periodistas y comunicadores en Twitch: medios más allá de las redes sociales

García

Majuelos

2022

analisi

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Periodistas y comunicadores descubrieron Twitch a mediados del año 2020, coincidiendo con los meses de cuarentena decretados por la covid-19, durante los que una gran parte de la población buscó en Internet la comunicación con el exterior que el confinamiento impedía. Debido a su temática, dedicada a los deportes electrónicos, y a la juventud de sus seguidores, esta red social especializada había pasado desapercibida durante años para el gran público. Lo que en un principio era una plataforma de difusión de partidas de videojuegos, empezó a convertirse, con la llegada de los periodistas, en un espacio de información y entretenimiento tras la creación de nuevos canales dirigidos a un público más adulto. El objetivo de este trabajo es analizar la presencia de periodistas y comunicadores en Twitch, cómo estructuran sus canales, el uso que hacen de este soporte en comparación con otras plataformas similares, así como las diferencias y semejanzas con la actividad de los creadores videojugadores nativos de Twitch y, por último, evaluar si Twitch reúne las condiciones necesarias para convertirse en un soporte apropiado para la comunicación informativa. A partir de las emisiones realizadas en Twitch por cinco periodistas y comunicadores, se estudia cómo adaptan su contenido a las características comunes de la plataforma, que pueden observarse en los comportamientos y en los contenidos generados por los creadores videojugadores.

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Social TV Engagement for Increasing and Sustaining Social TV Viewers

Cited by 10 publications

References 44 publications

Social TV and audience engagement: investigating the relationship between Facebook engagement and TV performance of The Voice (USA)

Social TV and audience engagement: investigating the relationship between Facebook engagement and TV performance of The Voice (USA)

Parasocial Relationships and Repeated Viewing of YouTube and TV Channels: A Mediated Moderated Framework

Periodistas y comunicadores en Twitch: medios más allá de las redes sociales

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