The Power of Social Television: Can Social Media Build Viewer Engagement?

Pynta, Peter; Seixas, Shaun; Nield, Geoffrey E; Hier, James; Millward, Emelia; Silberstein, Richard B.

doi:10.2501/jar-54-1-071-080

Cited by 50 publications

(34 citation statements)

References 15 publications

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“…EEG's high temporal resolution and ability to measure surface cortical electrical activity of submilliseconds indicates that EEG, rather than fMRI, is more useful for measuring neural responses of dynamic messages in TV commercials (Ohme & Matukin, 2012;Ohme et al, 2009). Currently, EEG is frequently used in advertising research to measure consumer responses to emotional engagement (Ohme & Matukin, 2012), personal relevance (Pynta et al, 2014), cognitive attention (Gountas, Ciorciari, Gountas, & Huddle, 2014;Rothschild et al, 1986;Vecchiato et al, 2010), facial recognition (Gountas et al, 2014), prediction of success (Boksem & Smidts, 2015), and brand choice evaluation to predict future choices (Telpaz, Webb, & Levy, 2015). Table 2 presents a summary of advertising research using EEG research methodology.…”

Section: Electroencephalography In Advertising Researchmentioning

confidence: 99%

Consumer neuroscience for marketing researchers

Harris

Ciorciari

Gountas

2018

J of Consumer Behaviour

146

152

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Purpose For many consumer neuromarketing researchers, the use of functional magnetic resonance imaging has been the most preferred neuroscience technique. However, electroencephalography, eye tracking, and implicit measurements are becoming increasingly popular market research methods due to rapid technological improvements and reduced costs. Design This article is an overview of the most commonly used consumer neuroscience techniques in marketing research. Findings Many peer‐reviewed journal articles in the consumer neuroscience literature usually provide only a brief summary of the actual functions of each neuroscience technique used in their research. Throughout the consumer neuroscience and marketing research literature, there is a lack of comprehensive evaluation of the relative merits of all neuroscience research tools. There is no rigorous analysis of the relative appropriateness of all the neuroscience, physiological, and biometric research tools currently used in consumer neuroscience market research. Originality/value This is the first paper that provides a comprehensive review of all relevant neuroscience techniques with a proper explanation of their functions and utility for different types of research. Each individual neuromarketing research tools' strengths and weaknesses are analysed for particular types of marketing research questions and highlights some of the key research papers and authors for interested researchers to follow up.

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Section: Electroencephalography In Advertising Researchmentioning

confidence: 99%

Consumer neuroscience for marketing researchers

Harris

Ciorciari

Gountas

2018

J of Consumer Behaviour

146

152

View full text Add to dashboard Cite

show abstract

“…One such context was studied by Pynta et al . (), who focused on second‐screen usage (sharing viewing between the television and internet‐enabled devices), finding that such usage ‘can significantly enhance neural indicators of viewer engagement in the television program.’ (Pynta et al . , p. 71).…”

Section: Neuroscientific Studies Of Decision‐making Within a Marketinmentioning

confidence: 99%

“…(), who focused on second‐screen usage (sharing viewing between the television and internet‐enabled devices), finding that such usage ‘can significantly enhance neural indicators of viewer engagement in the television program.’ (Pynta et al . , p. 71). Neural activity was innovatively measured by a custom‐designed electrode cap and a steady‐state topography (SST) methodology, which continuously tracks rapid changes in brain function.…”

Section: Neuroscientific Studies Of Decision‐making Within a Marketinmentioning

confidence: 99%

How Organizational Cognitive Neuroscience Can Deepen Understanding of Managerial Decision‐making: A Review of the Recent Literature and Future Directions

Butler

O'Broin

Lee

et al. 2015

Int J Management Reviews

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There is growing interest in exploring the potential links between human biology and management and organization studies, which is bringing greater attention to bear on the place of mental processes in explaining human behaviour and effectiveness. The authors define this new field as organizational cognitive neuroscience (OCN), which is in the exploratory phase of its emergence and diffusion. It is clear that there are methodological debates and issues associated with OCN research, and the aim of this paper is to illuminate these concerns, and provide a roadmap for rigorous and relevant future work in the area. To this end, the current reach of OCN is investigated by the systematic review methodology, revealing three clusters of activity, covering the fields of economics, marketing and organizational behaviour. Among these clusters, organizational behaviour seems to be an outlier, owing to its far greater variety of empirical work, which the authors argue is largely a result of the plurality of research methods that have taken root within this field. Nevertheless, all three clusters contribute to a greater understanding of the biological mechanisms that mediate choice and decision-making. The paper concludes that OCN research has already provided important insights regarding the boundaries surrounding human freedom to act in various domains and, in turn, self-determination to influence the workplace. However, there is much to be done, and emerging research of significant interest is highlighted.

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“…Although there has been research on the use of neural measures of engagement (Pynta et al, 2014;Stelle et al, 2013), most engagement metrics to date have used a fixed set of items that assumed all products or brands could be assessed using the same set of scale items (Brakus, Schmitt, and Zarantonello, 2009;Hollebeek, Glynn, and Brodie, 2014). The primary objective of this type of approach has been to develop a single measurement scale that is valid, reliable, and generalizable across multiple contexts.…”

Section: Measuring Engagementmentioning

confidence: 99%

How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement

Calder

Isaac

Malthouse

2015

JAR

141

112

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Although academics and practitioners have embraced customer engagement as a major objective of marketing, the conceptualization and measurement of engagement is challenging. Prior research largely has relied on conventional "one-size-fits-all" measures with a fixed set of scale items. The current, more flexible approach measures engagement based on context-specific experiences that can vary across brands and products. Three studies examining engagement when consuming (a) live jazz music, (b) newspapers, and (c) television programming provided evidence that a flexible approach to measuring engagement can help predict consumer behavior. The third of these studies also provided new evidence that engagement with television programming increases advertising effectiveness.• Most conventional measures of engagement take a "one-size-fits-all" approach by generating a fixed set of scale items.• The authors instead suggest a flexible approach for measuring engagement based on qualitatively rich, context-specific experiences that can vary across brands and products.• This flexible-measurement approach is well suited to the engagement construct and highly predictive of consumption behavior, sometimes more so than traditional fixed-scale measures such as satisfaction.• In addition to monitoring satisfaction, marketers should develop and study engagement metrics (ideally by focusing on experiences that relate to consumers' goals) to attain a multifaceted understanding of their customers. INtroDuCtIoNOver the past 15 years, the construct of engagement has gathered considerable momentum as a way of expanding marketers' insight into consumers. • Engagement is a multilevel, multidimensional construct that emerges from the thoughts and feelings about one or more rich experiences involved in reaching a personal goal.• Having different experiences makes engagement multidimensional. The aggregate of the experiences is the second-order engagement construct, making it multilevel.The current authors conducted three studies that identified five broad categories of experiences that may constitute engagement:• Interaction (to connect with others),• Transportation (to escape or become diverted),• Discovery (to gain insight, knowledge, or skills),• Identity (to affirm or express one's identity), and• Civic Orientation (to contribute to society). March 2016 JOURNAL OF ADVERTISING RESEARCH 41how to CAPturE CoNSuMEr ExPErIENCES: A CoNtExt-SPECIfIC APProACh to MEASurINg ENgAgEMENt Thearf.org It is important to note, however, that these categories did not comprise an exhaustive, fixed checklist for engagement. Consistent with the notion of "context-specific expression" (Brodie et al., 2011), the specific experiences that contribute to engagement would vary depending on the type of domain, product category, and brand under investigation.Further, because engagement is context specific, the current authors did not expect high levels of all five of the experience categories for engagement to emerge.For example, experiences that are high in "transp...

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The Power of Social Television: Can Social Media Build Viewer Engagement?

Cited by 50 publications

References 15 publications

Consumer neuroscience for marketing researchers

Consumer neuroscience for marketing researchers

How Organizational Cognitive Neuroscience Can Deepen Understanding of Managerial Decision‐making: A Review of the Recent Literature and Future Directions

How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement

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