Abstract
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.
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