Search results

Aiming to explore how audience consume and produce media events in the digital, distributed and social era we live in, the paper analyzes the viewing patterns of video news items during a media event (the week of Donald Trump's presidential visit to Israel, the first to a country outside the US), compared to a parallel comparable “ordinary” period (two weeks later, in which no inordinacy events occurred). The comparison focused on simultaneous activities of audiences engaged with the event, with either related (i.e. second screening) or unrelated (i.e. media multitasking).

The research is a diary study based on a dedicated mobile app in which respondents reported their news-related behavior during two periods: a media event period and comparable “ordinary” period.

Participants reported watching significantly more news video items in the first day of the media event week compared to the first day of the “ordinary” week. More than half of the viewing reports of the media event were not on TV. In the media event week, there were significantly higher percentages of viewing reports on smartphones/computers and significantly higher percentages of second-screening reports.

This is the first study that empirically explores the viewing patterns of video news items during a media event, compared to an “ordinary” period, focusing on media second screening of audiences engaged with the event. This comparison may reveal whether (1) media events still retain their centrality in a multi-screen era and (2) the role of the internet and online social media in the experience of media events.

This 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.

By 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.

Overall, 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.

By 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.

This study aims to investigate how sports customers adopted over-the-top (OTT) services to consume sport content. Inspired by the technology acceptance model (TAM), the study aims to understand users' behavior when consuming sporting events and users' perceptions toward OTT services.

The participants of the study are Chinese sports consumers that use streaming services to watch live sport content. An online survey was distributed through HUPU Sports, a Chinese online communication community where sports fans can share opinions. To make sure all responses qualified to take part in the study, skip logic questions were added at the beginning of the questionnaire to ask participants to answer whether they used streaming services for watching sports. A total of 352 responses were received and there were 327 useable questionnaires.

The results revealed that viewing convenience, free of commercials and viewing quality were the main reasons impacting them to adopt OTT services. In terms of users' perceptions, paid users rated higher in perceived enjoyment, perceived value, perceived usefulness (PU) and ease of use than nonpaid users. OTT users' fandom and PU could predict the time the users spent on using these services, while the users' fandom and perceived value are positively related to the money users spent on these services. In addition, this study also found that users' fandom, perceived value, content quality, and ease of use are positively associated with users' intention to continue to use the service.

The study is one of the first attempts to explore how sports audiences adopted OTT services to consume sport content and explore the audiences' perceptions toward OTT usage. Previous studies have already investigated how users adopted music streaming services (Fernandes and Guerra, 2019) and other online streaming services (Shin and Park, 2021), but little attention has been given to sports streaming services specifically. Therefore, the findings of the study fill the gap in the extant knowledge of sport consumers' behavior and provide more insights to their online behaviors. Moreover, the authors also contribute to the growing digital media literature by advancing our understanding perceptional differences between paid users and unpaid users. The streaming services literature has primarily focused on general users (Fernandes and Guerra, 2019), but the services neglect to understand the differences in between paid and unpaid users.

The purpose of this paper is to compare the effect of marketing communication techniques concerning product placement and TV commercials on brand recall and the purchase intention of consumers.

A sample of 420 participants randomly assigned to one of the four scenarios of an experiment watched a selected episode of a Sri Lankan TV show that consisted of commercial breaks. Then, their recall and purchase intention toward the advertised/placed brand were measured using a questionnaire and binary logistic regression was the analytical tool.

This research indicated that a combination of product placement and TV commercials forms the highest impact on both brand recall and purchase intention. The next highest impact is created solely by product placement, while sole TV commercials make the lowest impact comparatively.

This study is beneficial to brands and entrepreneurs looking for the most effective marketing communication methods to promote their brands and products to consumers.

As an initial study performed on a comparison between two commonly used marketing communication techniques, i.e. product placement and TV commercials, in the Sri Lankan context would also enrich the global marketing literature on the comparative effectiveness of both techniques, where studies are limited so far.

The Sports Live Streaming Platforms (SLSPs) have taken centre stage in broadcasting sporting events. This study adopts the value creation sphere (VCS) model and the service dominant logic (SDL) to unpack the value co-creation process on SLSPs.

A case study with one of the most representative SLSPs in China, involving the netnographic approach and in-depth interviews, was conducted.

This study redefines the value co-creation spheres in the context of SLSPs and identifies four actors who contribute to viewers' value perceptions. The findings show that viewers' values can be co-created individually and collectively with other actors in both the customer sphere and the joint sphere.

This study extends the theoretical boundary of value co-creation into the context of SLSPs. The study findings help SLSPs managers and decision makers understand the value co-creation process to gain competitive advantages and enhance the sustainability of their services.

Scholars have noted the impact of advertising on unhealthy food consumption. However, a systematic literature review (SLR) on this topic is currently lacking. This study aims to find, analyze and synthesize prior literature to set the stage for future researchers and practitioners. It also uncovers research gaps, suggests potential research questions and presents a conceptual framework for use in future research.

This paper catalogs and synthesizes topic-related literature by using the time-tested SLR methodology. It identifies and analyzes 99 relevant studies that have addressed the impact of advertising on unhealthy food consumption. Research profiling of the selected studies supported the synthesis of key themes in the extant literature.

The authors identify three key thematic foci: a) viewer attributes pertaining to excessive unhealthy food consumption, b) advertisement attributes pertaining to excessive unhealthy food consumption and, c) unhealthy food consumption regulation. Within these themes, the authors also identify some subthemes, presenting specific advertising and viewer attributes that contribute to unhealthy food consumption. The authors further develop a conceptual framework based on the stimulus-organism-response (S-O-R) model, summarizing the findings of the study. This could aid future researchers and practitioners in their design of certain strategies.

The study uncovers various gaps in the extant literature and suggests potential areas that can be examined by scholars. From a practical perspective, the study recommends certain actionable strategies for policymakers, helping customers to achieve the long-term goal of obesity reduction.

From the perspective of practice, the study recommends certain actionable strategies for policymakers helping customers achieve the long-term goal of obesity reduction.

The current study makes a novel contribution to the research on advertising and unhealthy food consumption by identifying theme-based research gaps in the existing literature, mapping those with potential research questions and presenting a conceptual framework based on the S-O-R model. Based on the findings, the study also proposes five potential research models examining diverse aspects of advertising and unhealthy food consumption to guide interested scholars and practitioners to shape the future research discourse.

In the present world of constant connectivity, the barrage system, as a system of real-time dynamic comments coupled with video content, has become a popular interactive system technology for video sharing platforms. This study investigates how barrage system fluctuation characteristics, namely, barrage fluctuation amplitude and frequency, impact user interaction.

The research model was estimated with a fixed-effects regression applied to a longitudinal panel dataset collected from one of the most popular video sharing platforms in China (Bilibili.com).

Barrage fluctuation frequency has positive effects on users' real-time (synchronous) barrage interaction and the traditional (asynchronous) comment interaction. Barrage fluctuation amplitude has a positive effect on users' real-time (synchronous) barrage interaction but a negative effect on traditional (asynchronous) comment interaction. In addition, the interaction effects of the barrage fluctuation frequency and the barrage fluctuation amplitude on user interaction show adverse effects.

The results revealed the impact of different barrage fluctuation characteristics on different forms of interaction and provide important theoretical contributions and managerial implications in terms of user interaction on video sharing platforms.

COVID-19 has influenced the way we utilise the radio spectrum in terms of increasing data rates, the localisation of usage, and the transfer of traffic from urban to rural areas. Most regulators have shown sympathy towards operator requirements, stipulating a range of mitigation actions including allowing technology neutrality and temporary assignments. Internationally, the ITU-R suspended all physical meetings and launched a new global network resiliency platform named ‘REG4COVID’ to share experiences including those related to spectrum management.

It is argued in this chapter that the pandemic has supported the calls for additional unlicensed spectrum for Wi-Fi in the 6 GHz and accelerated the rollout of 5G. Moreover, despite of increasing use of streaming, it is quite difficult to assume that traditional linear TV will be replaced, at least in the near future for a variety of reasons. The pandemic has also raised the question as to whether an innovative assignment model could be used to assign the spectrum instead of auctions, and whether, in some countries where temporary assignments were made, frequencies are kept unutilised or reserved. Concerning international spectrum management, it is expected that WRC-23 will be held on time though there will be some implications for issues such as the regulatory time-limits for bringing into use satellite networks frequency assignments. Finally, it is argued that the pandemic has also demonstrated the importance of flexibility and agility in national spectrum management, and placed spectrum managers in a new position where they were forced to be proactive instead of their traditional reactive role.

This paper focuses on patterns of film consumption within cultural consumption more broadly to assess trends in consumerism such as eclectic consumption, individualised consumption and omnivorous/univorous consumption and whether economic background and status feature in shaping cultural consumption. We focus on film because it is widely consumed, online and offline, and has many genres that vary in terms of perceived artistic and entertainment value. In broad terms, film is differentiated between mainstream commercially driven film such as Hollywood blockbusters, middlebrow “feel good” movies and independent arthouse and foreign language film. Our empirical statistical analysis shows that film consumers watch a wide range of genres. However, films deemed to hold artistic value such as arthouse and foreign language feature as part of broad and wide-ranging pattern of consumption of film that attracts its own dedicated consumers. Though we found that social and economic factors remain predictors of cultural consumption the overall picture is more complex than a simple direct correspondence and perceptions of other cultural forms also play a role. Those likely to consume arthouse and foreign language film consume other film genres and other cultural forms genres and those who “prefer” arthouse and foreign language film have slightly more constrained socio-economic characteristics. Overall, we find that economic and cultural factors such income, education, and wider consumption of culture are significant in patterns of film consumption.

This study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms involved, as well as the interactive role of advertisements embedded in short-form online video.

This study uses data extracted from 2,081 videos posted on the prominent Chinese online live platform, Bilibili. The hypotheses are tested using regression models and natural language processing.

The results indicate that the intensity of live comments at the beginning negatively affects users' digital engagement, while a corresponding increase in live comments at the end elicits a positive effect. A linear trend and peak difference in live comments intensity positively affect digital engagement, while the variability of live comment intensity exerts a negative effect. These MTM effects were driven by sentiments of live comments. Furthermore, in-video advertisements are likely to amplify the negative beginning effect on users' digital engagement and mitigate the negative variability of live comments.

This study is the first to examine the direct effects of MTM comments from the online temporal sequence perspective, differentiating the process- and performance-based engagement. The mechanism and interactive role of in-video advertisements were identified. These findings contribute to literature on interactive marketing and provide valuable guidance for influencer marketing.