Traditional retail and online brands seek new ways to build a platform to enable customers to connect with each other and encourage consumer engagement. Purpose of this article is to understand how social media is transforming consumer engagement and redefining commercial marketing strategies using video on the web, mobile devices and traditional TV. The article develops and estimates a conceptual model of how experiential Personal Engagement and Social-Interactive Engagement influence active and passive behavior in emerging form of television that supports and integrates social interaction. The article describes how personal engagement with the content and social-interactive engagement (resulting from the perceived sense of community, intrinsic enjoyment and participation experience) differently influence both active and passive behavior. We test hypotheses by estimating a structural equation model with survey data from a sample of 814 US and European social TV users. Invariance analyses show the different effect of gender, and level of interaction provided (social features) by the social TV website. Implications for contextual adverts and social commerce are discussed.
The Influence of Personal and Social-Interactive Engagement in Social TV Web Sites
PAGANI, MARGHERITA;
2011
Abstract
Traditional retail and online brands seek new ways to build a platform to enable customers to connect with each other and encourage consumer engagement. Purpose of this article is to understand how social media is transforming consumer engagement and redefining commercial marketing strategies using video on the web, mobile devices and traditional TV. The article develops and estimates a conceptual model of how experiential Personal Engagement and Social-Interactive Engagement influence active and passive behavior in emerging form of television that supports and integrates social interaction. The article describes how personal engagement with the content and social-interactive engagement (resulting from the perceived sense of community, intrinsic enjoyment and participation experience) differently influence both active and passive behavior. We test hypotheses by estimating a structural equation model with survey data from a sample of 814 US and European social TV users. Invariance analyses show the different effect of gender, and level of interaction provided (social features) by the social TV website. Implications for contextual adverts and social commerce are discussed.
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