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#SocialTV: Engaging viewers through social media
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.
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Janée N. Burkhalter is Associate Professor of Marketing at Saint Joseph’s University. Dr Burkhalter teaches and researches at the intersection of entertainment, marketing strategy and social media. She is a marketing scholar, educator and strategist with practical experience in social media, communications, financial services, church planting and entrepreneurship. Her work has appeared in such journals as Journal of Advertising, Journal of Marketing Communications and Business Horizons. She is also co-editor of the book, ‘Maximizing Commerce and Marketing Strategies through Micro-Blogging’.
Natalie T. Wood is Associate Dean and Professor of Marketing at Saint Joseph’s University. Dr Wood teaches, researches and has extensive experience in corporate training and consulting in marketing, social media and consumer behaviour. Her work in the area of social media focuses on word of mouth, advertising and influencer marketing. She is a co-author of ‘#Share: How to Mobilize Social Word of Mouth (sWOM)’, ‘Virtual Social Identity and Consumer Behavior’ and ‘Maximizing Commerce and Marketing Strategies through Micro-Blogging’.