PT  - JOURNAL ARTICLE
AU  - Pynta, Peter
AU  - Seixas, Shaun A. S.
AU  - Nield, Geoffrey E.
AU  - Hier, James
AU  - Millward, Emelia
AU  - Silberstein, Richard B.
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.