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Abstract
Increase of multi-platform television viewing forces television networks to seek a way to engage and form a beneficial relationship with their viewers. The purpose of this study is to examine the relationship between television programs social media use and television fan social media use. A content analysis of Twitter messages showed fans are more likely to retweet informative messages by television programs Twitter pages, as compared to interactive messages or messages offering prizes. Fans are also more likely to reply to messages from television programs Twitter pages that directly interact with fans, as compared to informative messages or messages offering prizes. This study also showed that fans are more likely to talk about a television program after the program airs, as compared to before or during a programs airing. Additionally, fans are more likely to use television programs promoted hashtags instead of creating their own.