Academic journal article Journal of Business and Behavior Sciences

Integrating Second Screen and Moments of Inspiration: Impact of Socialization and Patronage on Purchase Decision

Academic journal article Journal of Business and Behavior Sciences

Integrating Second Screen and Moments of Inspiration: Impact of Socialization and Patronage on Purchase Decision

Article excerpt

I. INTRODUCTION

In today's media landscape, with respect to digital media consumption, consumers face the paradox of choice; otherwise stated: choice overload. There is much content but little time to enjoy it all. Technological advances coupled with glut of content can be seen to have led to unprecedented changes in the way people consume media. Since the introduction of the Internet, onset of digitalization and domestication of consumption, traditional forms of mass media converged with digital and mobile technologies altering exposure as well as media consumption patterns. In the face of new communication modes, recognized as the new influencers, marketers as well as public relations professional approached the new tools with an extent of excitement, anxiety and fascination. While media professionals fear losing grip to a host of unexpected outcomes due to digital intermediation they are also excited about the opportunity to employ these new tools to speak directly to the target audience. The new-media communications mediums and its tools denotes digitalization and interactivity of shared and/or generated content fostering a new style of marketing characterized by starting conversation and building a community which serve to be essential for brand building as it is an elemental component of developing and implementing growth opportunities on a personal as well as business level; heightening not only the voice and consumer awareness of a brand, but also granting it an identity and valuation. New technologies providing participatory and interactive platforms have given firms a great opportunity to boost brand awareness and equity. TV has always provided rich context for the generation of conversation thereafter; media professionals have long been looking for the most effective ways to unite TV with social media in the pursuit of delivering communication related objectives.

It is no hidden fact that television is evolving; television technology and experiences with television have advanced remarkably in the last ten years. Ten years ago interactive TV was referred to as a one-way (one-screen) medium providing audience interactivity to the extent of channel selection via the remote; TV ratings were the only metric for receiving feedback however, the last five years have witnessed another significant form of interactive TV that makes use of two-screen solutions also known as second screen which typically refers to any device that can be connected to the Web. In this infrastructure, websites or applications may be synchronized with the TV broadcast, or function as micro websites that provide supplementary content to the broadcast, either in the form of information, or as interactive game or program. The fundamental feature of some two-screen applications is that they allow user interaction over a mobile device that run synchronously with the show. As highlighted by Accenture's report on digital video and the connected consumer, more and more people are heading toward a multi-screen universe. Viewers own more and more convergent devices, which are used to perform various tasks simultaneously, whether they be related or not (Accenture, 2015). Respectively, the increasing number of screens has significantly influenced user behavior as well as extent of popularity; while multi-screens provide convenience, choices beyond measure, cost effectiveness, multi play, interaction and socialization from the outlook of a customer, from the perspective of a marketer these screens yield not only differentiation and simplified networking but also and more importantly serve to convert conversion on the digital into return of investment (ROI) realized in exchange of the goods and/or services purchased over the second screen platforms.

In Turkey, with the onset of 2015, marketers discovered the compatibility of product placement appeals with the use of second screens; converting TV leads into ROI. While public relations professionals are not in favor of connecting public relations to sales, one can actually realize public relations effectiveness by calculating impressions, share of discussion as well as net positive coverage reflected on the purchases or conversions made over the use of second screens. …

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