Author:
Viswanathan Vijay,Malthouse Edward C.,Maslowska Ewa,Hoornaert Steven,Van den Poel Dirk
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.
Subject
Strategy and Management,Tourism, Leisure and Hospitality Management,Business, Management and Accounting (miscellaneous)
Reference82 articles.
1. Relative value and customer choice in loan decisions: an application of the wallet allocation rule;Journal of Creating Value,2016
2. The social influence of brand community: evidence from European car clubs;Journal of Marketing,2005
3. Belo, R., Ferreira, P., de Matos, M.G. and Reis, F. (2016), “The impact of time-shift television on TV viewership”, working paper, Rotterdam School of Management, Erasmus University Rotterdam, Rotterdam, March 22.
4. The spoiler effect: designing social TV content that promotes ongoing WOM;CIST in Conjunction with INFORMS,2012
5. Analytics for customer engagement;Journal of Service Research,2010
Cited by
23 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献