PT - JOURNAL ARTICLE AU - Peter Pynta AU - Shaun A. S. Seixas AU - Geoffrey E. Nield AU - James Hier AU - Emelia Millward AU - Richard B. Silberstein TI - The Power of Social Television: Can Social Media Build Viewer Engagement? AID - 10.2501/JAR-54-1-071-080 DP - 2014 Mar 01 TA - Journal of Advertising Research PG - 71--80 VI - 54 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/54/1/71.short 4100 - http://www.journalofadvertisingresearch.com/content/54/1/71.full SO - J Advert Res2014 Mar 01; 54 AB - Marketers everywhere are paying close attention to radical changes in consumer behavior and engagement provoked by the rise of digital technology. In today's household, it is a common occurrence to share viewing experience across at least two screens: the television and secondary Internet-enabled devices. The current study used Steady State Topography (SST), a brain-activity recording methodology to explore this relationship. Participants' neural responses were recorded while they watched a live television broadcast and were allowed to freely interact on social-media platforms Twitter and Fango. The results indicate that engaging in social media while viewing television can significantly enhance neural indicators of viewer engagement in the television program.