TY - JOUR
T1 - Influence of social media attitude in cross screen conversation
AU - Mukherjee, Partha
AU - Jansen, Bernard J.
N1 - Funding Information:
Financial support for this INSPIRE UTC project is provided by the U.S. Department of Transportation, Office of the Assistant Secretary for Research and Technology (USDOT/OST-R) under Grant No. 69A3551747126 through INSPIRE University Transportation Center (http://inspire-utc.mst.edu) at Missouri University of Science and Technology. The views, opinions, findings and conclusions reflected in this publication are solely those of the authors and do not represent the official policy or position of the USDOT/OST-R, or any State or other entity.
Publisher Copyright:
© 2020 The Authors.
PY - 2020
Y1 - 2020
N2 - We carry out our study on interactions via second screens by analyzing more than 3M, 800K and 50K Super Bowl related posts from Twitter, Instagram, and Tumblr respectively to measure the influence of second screen based interaction on social media attitude. We took commercials, musicals and game as the categories of interest into consideration for temporal analysis in Pre, During, and Post Super Bowl phases. Research results show that the change in attitude is significant among categories in phases. Posts containing URLs and posts that contain only texts with no URLs, retweets or response show a positive association with viewers' second screen attitude in Pre and Post phases. This research is important in identifying the interplay that technology has on the use of social interactions for sharing feelings and information via cross screens across disparate social platforms at different phases of an in real life event.
AB - We carry out our study on interactions via second screens by analyzing more than 3M, 800K and 50K Super Bowl related posts from Twitter, Instagram, and Tumblr respectively to measure the influence of second screen based interaction on social media attitude. We took commercials, musicals and game as the categories of interest into consideration for temporal analysis in Pre, During, and Post Super Bowl phases. Research results show that the change in attitude is significant among categories in phases. Posts containing URLs and posts that contain only texts with no URLs, retweets or response show a positive association with viewers' second screen attitude in Pre and Post phases. This research is important in identifying the interplay that technology has on the use of social interactions for sharing feelings and information via cross screens across disparate social platforms at different phases of an in real life event.
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U2 - 10.1016/j.procs.2020.02.275
DO - 10.1016/j.procs.2020.02.275
M3 - Conference article
AN - SCOPUS:85091896701
SN - 1877-0509
VL - 168
SP - 129
EP - 134
JO - Procedia Computer Science
JF - Procedia Computer Science
T2 - 2020 Complex Adaptive Systems Conference, CAS 2019
Y2 - 13 November 2019 through 15 November 2019
ER -