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...