The Power of Social Television: Can Social Media Build Viewer Engagement? A New Approach to Brain Imaging of Viewer Immersion

Marketers everywhere are paying close attention to radical changes in consumer behavior and engagement provoked by the rise of digital technology.

The Power of Social Television: Can Social Media Build Viewer Engagement? A New Approach to Brain Imaging of Viewer Immersion

Peter Pynta

Neuro-Insight Pty Ltd.

Shaun A. S. Seixas

Neuro-Insight Pty Ltd./Swinburne University of Technology, Melbourne

Geoffrey E. Nield

Neuro-Insight Pty Ltd.

James Hier

MEC Australia, Sydney

Emilia Millward

Seven Network, Sydney

Richard B. Silberstein

Neuro-Insight Pty Ltd./Swinburne University of Technology, Melbourne

Management slant

  • The authors believe this is the first study measuring social television interactivity; previous research focused only on the incidence of second-screen usage.
  • Television and social media interaction can be highly complementary in terms of building engagement...

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