Abstract
Social networks have transformed the conception of the television audience. In order to adapt to a viewer increasingly active on the Internet, televisions conducted social media strategies to generate interactivity and attract users to their social profiles. One of them is based on the live-tweeting phenomenon, in which the conversation is encouraged through publications on Twitter during the broadcast of the programme. This research analyses the effectiveness of live-tweeting as a strategy for promoting user traffic on social networks and its impact in the social audience. According to a quantitative methodology, we have selected four Spanish prime time programmes broadcasted during the first half of September 2016. The aim is to study the network of interactions generated around the programme during its broadcast and the degree of influence of the official profiles in each case.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
