Social TV and audience engagement: investigating the relationship between Facebook engagement and TV performance of The Voice (USA)
ISSN: 1468-4527
Article publication date: 2 August 2022
Issue publication date: 9 May 2023
Abstract
Purpose
This study aims to examine entertainment TV shows' social media accounts to theoretically and practically explore the relationship between social media engagement and the performance (represented by ratings) of such shows.
Design/methodology/approach
By using the data of a popular TV show in the USA, The Voice, the present study examined the messages on the Facebook fan page of the show and how these messages correlated with the ratings of the show. Social media usage data in the course of three seasons (Seasons 10–12, 82 episodes in total) were collected from Facebook (N = 1,192,722 messages). Both regression and sentiment analysis were performed.
Findings
Overall, the findings revealed positive relationships of TV show ratings with both passive social media engagement (Facebook likes) and the number of official posts. However, active social media engagement was not positively related to show ratings.
Originality/value
By enhancing understanding of audience engagement with social media, our research extends knowledge related to the nature and development of viewer involvement with entertainment across different media platforms. Our results also help clarify how interpersonal communication (social media comments) and mass communication (TV programs) intersect. Practically, the findings could be applied to improve the interaction of TV audiences with show content, provide insights into the future of social TV development and inform decision-making amongst TV industry professionals.
Keywords
Acknowledgements
1. This work was supported by the Ministry of Science and Technology (MOST 107–2410-H-009–036-SS2; MOST 110-2410-H-A49-045), the Research Center for Humanities and Social Sciences at National Yang Ming Chiao Tung University and the Higher Education Sprout Project of National Yang Ming Chiao Tung University and Ministry of Education (MoE), Taiwan. 2. The authors would also like to thank Dr. Chih-Ya Shen and Ms. Ting-Hua Chan for their assistance with this research project. 3. The authors would like to express their deepest gratitude to Dr. Mina Tsay-Vogel for her great contributions to this manuscript.
Citation
Tsai, H.-Y.S. and Lin, H.-F. (2023), "Social TV and audience engagement: investigating the relationship between Facebook engagement and TV performance of
Publisher
:Emerald Publishing Limited
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