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Article
Publication date: 6 August 2019

Claire Monique Segijn, Ewa Maslowska, Theo Araujo and Vijay Viswanathan

The purpose of this paper is to explore the interrelationship between television (TV) consumption (viewing ratings), engagement behaviors of different actors on Twitter…

Abstract

Purpose

The purpose of this paper is to explore the interrelationship between television (TV) consumption (viewing ratings), engagement behaviors of different actors on Twitter (TV programs, media, celebrities and viewers) and the content of engagement behaviors (affective, program-related and social content).

Design/methodology/approach

TV ratings and Twitter data were obtained. The content of tweets was analyzed by means of a sentiment analysis. A vector auto regression model was used to understand the interrelationship between tweets of different actors and TV consumption.

Findings

First, the results showed a negative interrelationship between TV viewing and viewers’ tweeting behavior. Second, tweets by celebrities and media exhibited similar patterns and were both affected mostly by the number of tweets by viewers. Finally, the content of tweets matters. Affective tweets positively relate to TV viewing, and program-related and social content positively relates to the number of tweets by viewers.

Research limitations/implications

The findings help us understand the online engagement ecosystem and provide insights into drivers of TV consumption and online engagement of different actors.

Practical implications

The results indicate that content producers may want to focus on stimulating affective conversations on Twitter to trigger more online and offline engagement. The results also call for rethinking the meaning of TV metrics.

Originality/value

While some studies have explored viewer interactions on Twitter, only a few studies have looked at the effects of such interactions on variables outside of social media, such as TV consumption. Moreover, the authors study the interrelations between Twitter interactions with TV consumption, which allows us to examine the effect of online engagement on offline behaviors and vice versa. Finally, the authors take different actors into account when studying real-life online engagement.

Details

Internet Research, vol. 30 no. 2
Type: Research Article
ISSN: 1066-2243

Keywords

Article
Publication date: 9 May 2022

Ewa Maslowska, Edward C. Malthouse and Linda D. Hollebeek

Recommender systems (RS) are designed to communicate with users and drive consumers' engagement with the platform. However, little is known about the strength of this…

Abstract

Purpose

Recommender systems (RS) are designed to communicate with users and drive consumers' engagement with the platform. However, little is known about the strength of this relationship and how RS can create stronger consumer engagement (CE) with the platform brand. Addressing this gap, this paper examines the role of RS in converting consumers' short-term engagement with the RS to their longer-term platform engagement.

Design/methodology/approach

To explore these issues, the authors review key literature in the areas of CE and RS, from which they develop a conceptual framework.

Findings

The proposed framework suggests RS design as an important precursor to consumers' RS use, which is expected to affect their platform engagement/disengagement, in turn impacting the firm's long-term outcomes. The authors also identify key managerial tactics, strategies and challenges to aid the conversion of consumers' RS to CE.

Research limitations/implications

This research raises pertinent implications for research on the RS/CE interface, as synthesized in a proposed research agenda.

Practical implications

Based on the attained insight, authors outline implications for managing, facilitating and leveraging the proposed RS to CE conversion process. Correspondingly, authors argue that, to optimize RS effectiveness, RS designers should understand the nature of CE.

Originality/value

By exploring the effect of consumers' RS on their longer-term CE with the platform, the analyses offer pioneering managerial insight into RS effectiveness from a CE perspective.

Details

Journal of Service Management, vol. 33 no. 4/5
Type: Research Article
ISSN: 1757-5818

Keywords

Article
Publication date: 10 April 2018

Vijay Viswanathan, Edward C. Malthouse, Ewa Maslowska, Steven Hoornaert and Dirk Van den Poel

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…

2256

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.

Details

Journal of Service Management, vol. 29 no. 3
Type: Research Article
ISSN: 1757-5818

Keywords

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