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An Innovative Promotional Tactic to Enhance TV Viewership Using Social Media

In: Strategic Innovative Marketing

Author

Listed:
  • Konstantinos Danias

    (Mindshare)

  • Angelika Kyrimi

    (MediaBrands)

  • George Marmarokopos

    (Zougla Publications)

Abstract

Nowadays, the use of mobile devices in tandem with television is a common place for media consumers. The main motive behind this behavior is the never-ending human desire for connection, interaction, and communication. They alternate between different media “broadcasting” devices to enhance their content viewing experiences and enrich their social interactions. Social media and video viewing media are some of the main platforms users employ for sharing and expressing, stating their opinion and posting. The purpose of this essay is to shed light to the needs that lead users to be always connected to social media and explain how the theory of planned behavior applies to our expectation for their actions. Moreover, as surveys bear out that internet users multitask, we are giving from our working experience an innovative path for using media in a creative way and of course vent for further research.

Suggested Citation

  • Konstantinos Danias & Angelika Kyrimi & George Marmarokopos, 2017. "An Innovative Promotional Tactic to Enhance TV Viewership Using Social Media," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 109-114, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-33865-1_13
    DOI: 10.1007/978-3-319-33865-1_13
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