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

Vijay Viswanathan (Department of Integrated Marketing Communications, Medill School, Northwestern University, Evanston, Illinois, USA)
Edward C. Malthouse (Department of Integrated Marketing Communications, Medill School, Northwestern University, Evanston, Illinois, USA)
Ewa Maslowska (Amsterdam School of Communication Research (ASCoR), University of Amsterdam, Amsterdam, The Netherlands)
Steven Hoornaert (Department of Marketing, Ghent University, Ghent, Belgium)
Dirk Van den Poel (Department of Marketing, Ghent University, Ghent, Belgium)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 10 April 2018

Issue publication date: 19 June 2018

2672

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.

Keywords

Citation

Viswanathan, V., Malthouse, E.C., Maslowska, E., Hoornaert, S. and Van den Poel, D. (2018), "Dynamics between social media engagement, firm-generated content, and live and time-shifted TV viewing", Journal of Service Management, Vol. 29 No. 3, pp. 378-398. https://doi.org/10.1108/JOSM-09-2016-0241

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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