Related Multiscreening as a Strategy to Retain Audiences and Increase Persuasion During a Commercial Break

Segijn, Claire M.; Araujo, Theo; Voorveld, Hilde A. M.; Smit, Edith G.

doi:10.1080/08838151.2020.1718962

Cited by 10 publications

(2 citation statements)

References 38 publications

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“…The way users interact with media has changed from passive and unidirectional to proactive and interactive, with users commenting or rating TV shows and searching for information regarding characters, facts, multimedia content or any other related material [59]. Multi-screening is a term related to cross-device search as information search is, along with social media use and chatting, one of the typical multi-screening activities [60]. A few studies have already been published on multi-screening and its impact on marketing, for example advertising outcomes [61].…”

Section: E Broader Implications Of Cross-session and Cross-device Search Studiesmentioning

confidence: 99%

Research on Cross-Session and Cross-Device Search: A Systematic Literature Review

2021

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The complex process of online information search has been of great interest to academics and practitioners, regarding its motivation, triggers, phases, and various aspects of user search behaviour. Web search spanning multiple sessions has been studied, including users switching between devices. The study presented in this paper aims to critically analyse two decades (2000 -2020) of research on cross-session and cross-device search. A systematic literature review of 29 journal papers and peer reviewed academic conference proceedings was conducted. The main results were extracted, synthesised, and presented. Topical (focus and terminology), methodological (data collection, sample size, sample type, and countries studied) and bibliometric (publication outlet and citations) aspects of online information search were evaluated and described. The paper identifies keywords for effective literature searches and adds new insights about effective research methods and sampling, the most cited publications and most influential authors in this field and the possibility of conducting interdisciplinary research. Both scholars and practitioners can use this study to gain a deeper understanding of the crosssession and cross-device search research agenda. Future research suggestions inform researchers about issues that warrant further attention.

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Section: E Broader Implications Of Cross-session and Cross-device Search Studiesmentioning

confidence: 99%

Research on Cross-Session and Cross-Device Search: A Systematic Literature Review

2021

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“…The fusion of television and social media has reshaped viewer engagement, facilitating widespread sharing of TV experiences on platforms like Facebook, Twitter (or X) and Instagram (Segijin et al, 2020). This trend, accelerated by broadband wireless technologies and smart devices, underscores the significance of studying social TV within Nigeria's socio-cultural context, given its 51 % internet penetration rate and substantial online presence, especially among the youth (DataReportal, 2022).…”

Section: Introductionmentioning

confidence: 99%

Exploring the Social Television Landscape and User Engagements: Preliminary Findings from a Northern Nigerian Study

2024

Media Education (Mediaobrazovanie)

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This paper presents preliminary results from a study investigating the usage patterns and dynamics of social television (TV) among university students in northern Nigeria. Grounded within the positivist research paradigm and adopting a quantitative approach, the study examines the frequency and manner in which university students engage with social TV content, focusing on the prevalence of smartphone usage and the activities carried out while watching TV. A survey methodology employing a questionnaire was used to collect data from a sample of 774 respondents drawn from six universities in northern Nigeria. The preliminary findings reveal a significant reliance on smartphones for TV viewing, with the majority of respondents reporting frequent engagement with social TV content. Activities such as chatting on social media platforms, browsing the internet and online shopping were prevalent among participants, highlighting the evolving nature of media consumption habits among digitally savvy audiences. The study underscores the transformative impact of social TV engagement on media consumption patterns and provides actionable recommendations for stakeholders in the media industry to enhance the social TV experience for audiences.

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Cross-Media Advertising in Times of Changing Media Environments and Media Consumption Patterns

Diehl

Koinig

Scheiber

2022

Media and Change Management

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Related Multiscreening as a Strategy to Retain Audiences and Increase Persuasion During a Commercial Break

Cited by 10 publications

References 38 publications

Research on Cross-Session and Cross-Device Search: A Systematic Literature Review

Research on Cross-Session and Cross-Device Search: A Systematic Literature Review

Exploring the Social Television Landscape and User Engagements: Preliminary Findings from a Northern Nigerian Study

Cross-Media Advertising in Times of Changing Media Environments and Media Consumption Patterns

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