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Second screens and social soundtrack.

Mukherjee, Partha.

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Second screens and social soundtrack.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Second screens and social soundtrack./
作者:	Mukherjee, Partha.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2016,
面頁冊數:	175 p.
附註:	Source: Dissertation Abstracts International, Volume: 78-04(E), Section: A.
Contained By:	Dissertation Abstracts International78-04A(E).
標題:	Information science. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10297074
ISBN:	9781369404869

Second screens and social soundtrack.
Mukherjee, Partha.

Second screens and social soundtrack. - Ann Arbor : ProQuest Dissertations & Theses, 2016 - 175 p.

Source: Dissertation Abstracts International, Volume: 78-04(E), Section: A.

Thesis (Ph.D.)--The Pennsylvania State University, 2016.

The use of second screen devices (e.g. smartphones, tablets, etc.) integrated with social media technology facilitates social interaction about broadcast media events. I refer to such facilitation as the social soundtrack. The research presented in this dissertation deals with three research objectives surrounding the social soundtrack of Super Bowl XLIX, considered as the broadcast media event, on three social media platforms (Twitter, Instagram and Tumblr) on topical categories (commercials, music and game) at three phrases (Pre, During and Post).

ISBN: 9781369404869Subjects--Topical Terms:

554358
Information science.

Second screens and social soundtrack.
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520 $a The use of second screen devices (e.g. smartphones, tablets, etc.) integrated with social media technology facilitates social interaction about broadcast media events. I refer to such facilitation as the social soundtrack. The research presented in this dissertation deals with three research objectives surrounding the social soundtrack of Super Bowl XLIX, considered as the broadcast media event, on three social media platforms (Twitter, Instagram and Tumblr) on topical categories (commercials, music and game) at three phrases (Pre, During and Post).
520 $a In the first research objective, I perform statistical analysis on more than 3M, 800K and 50K posts from Twitter, Instagram and Tumblr, respectively to evaluate the change of social soundtrack conversations regarding the identified categories at the three specified phases. I identify the predominant phase and category of interaction across all three social media platforms. Results show significant phase-category relationships for all three social media platforms. The During phase is identified as the predominant phase for all three categories on all social media platforms regarding absolute volume of conversations. Concerning predominant category identification, the game category is prominent in a majority of the social soundtracks for all phases, with the exception of Tumblr with dominant peaks for music and/or commercials relative to game in all three phases.
520 $a The second research objective evaluates the relationship between social media conversing and search (Google) queries, concerning commercials. The causality analysis step of relationship evaluation shows that volume and attitude of social media conversations directly cause the web search for the respective brands. The attitude of social conversation is referred to the average sentimentality aggregated over time. Results also quantify the relationship social media conversing volume and attitude hold with searching volume for the set of brands on the social media platforms. I also find that more individual brands go viral in the Post phase, highlighting the potential impact of cross channel advertising effects.
520 $a The third research objective deals with 1) phase based significance on two content aspects of the social soundtrack (attitude and formality) among the three categories and 2) finding the relationship that these two content aspects independently have with different attributes of second screen interaction (volume of conversations, patterns used in social media texts, number of sentences, and number of unique words). From the perspective of significance, the results show that attitude score (i.e., average sentimentality) of Super Bowl commercials dominates that of other categories throughout all social media platforms in all three phases. However, when broadening the scope to the social soundtrack formality, it is music that becomes the emergent category in all three phases. Regarding investigation of the relationship that attributes have with attitude and formality, it is found that URL based recommendation and undirected broadcast pattern in social media posts has positive correlation with viewers' attitude in Pre and Post phases respectively, while undirected broadcast has positive correlation for Twitter and Tumblr with formality with the exception of Instagram where URL based recommendation has positive influence on formality in Pre and Post phases. The analysis shows that commercials dominate other categories in attribute-attitude relationship, but it is the music category that dominates in attribute-formality relationship compared to the other two categories in Pre and Post phases.
520 $a Evaluation of the research objectives is achieved by quantitative analysis of the identified communication platforms during Super Bowl XLIX. The outcome of this research has potential to help retailers identify the temporal shift of conversations on topical categories related to In-Real-Life (IRL) events broadcast. More specifically, marketers and content creators can utilize such results to identify the optimal time and forum to relay and disseminate their respective messages during major broadcast media events. Future research may take similar approaches as taken here, while offering cross-comparison results among multiple broadcast media events to offer further valuable insights to retailers.
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