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首页> 外文期刊>Journal of marketing communications >The effects of social TV on television advertising effectiveness
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The effects of social TV on television advertising effectiveness

机译：社交电视对电视广告效果的影响

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摘要

Social TV is the use of communication devices to connect with family and friends watching other TV screens. Plausible arguments suggest both positive and negative effects of social TV viewing on ad-effectiveness. This study contributes by providing evidence for the direction of social TV's effects. The results of a controlled laboratory experiment suggest that the benefits of social TV, principally its association with live TV and therefore less ad-avoidance, come at the cost of negative distraction effects. Like normal coviewing, social TV viewing distracts from ad-processing, reducing unaided recall and brand attitude favorability, compared to individual (solus) viewing. However, social TV messaging about ads improved brand attitude. Perceived creativity increased the likelihood of ad-related messaging. Social TV also has an additional source of distraction, multitasking, but in this study, multitasking did not further reduce ad-effectiveness compared to coviewing. The paper concludes with implications for advertisers and future research.
机译：社交电视是使用通讯设备与观看其他电视屏幕的家人和朋友建立联系。合理的论点表明，社交电视收看对广告效果的正面和负面影响。这项研究通过提供证据来证明社交电视的效果方向。受控实验室实验的结果表明，社交电视的好处（主要是它与实况电视的结合以及因此而避免的广告回避）是以消极的分散注意力为代价的。与普通的共同观看一样，与个人（单人）观看相比，社交电视的观看分散了广告处理的注意力，从而降低了无意的召回率和品牌态度。但是，有关广告的社交电视消息传递改善了品牌态度。感知的创造力增加了与广告相关的消息传递的可能性。社交电视还具有分散注意力，进行多任务处理的其他来源，但是在这项研究中，与共同观看相比，多任务处理并没有进一步降低广告效果。本文的结尾对广告商和未来的研究具有启示意义。

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