@article {Pynta71, author = {Peter Pynta and Shaun A. S. Seixas and Geoffrey E. Nield and James Hier and Emelia Millward and Richard B. Silberstein}, title = {The Power of Social Television: Can Social Media Build Viewer Engagement?}, volume = {54}, number = {1}, pages = {71--80}, year = {2014}, doi = {10.2501/JAR-54-1-071-080}, publisher = {Journal of Advertising Research}, abstract = {Marketers everywhere are paying close attention to radical changes in consumer behavior and engagement provoked by the rise of digital technology. In today{\textquoteright}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{\textquoteright} 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.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/54/1/71}, eprint = {https://www.journalofadvertisingresearch.com/content/54/1/71.full.pdf}, journal = {Journal of Advertising Research} }