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The Neuroscience of Social Television
Abstract
In a short few years, social media has become the dominant way in which we communicate with the outside world. It has become prevalent in almost every aspect of our daily lives, but one of the most significant changes social media has had, has been on the way we watch television. This phenomenon, known as dual screening, has caused some concern amongst marketers and advertisers, who believed that this behaviour was having an overall negative impact on consumer engagement with television. This chapter attempts to address some of these concerns by providing evidence obtained from the neurosciences and from a case study. The evidence we present in this chapter demonstrates the opposite effect, whereby social media can actually be used to enhance viewer engagement.
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