People often share their opinions or impressions about TV shows (e.g., dramas) with other viewers through social media such as personal blogs and Twitter. As such, broadcast media, especially TV, lead to audience engagement on social media. Moreover, the audience engagement, in turn, impacts broadcast media ratings. Social TV analyzes audience’s TV-related social media behaviors and tries to use the behaviors in marketing activities such as advertisement; however, this is purely based on the quantity of engagement in social media. In this study, we analyze the subjects of the audience engagement on social media about specific TV dramas through topic modeling, and examines the relationship between changes in the topics and viewer ratings of the TV dramas.
Park, Sangun; Kang, Juyoung; Bang, Youngsok; and Han, Kunsoo, "Relationship Between Audience Engagement On Social Media And Broadcast Media Ratings" (2015). ICEB 2015 Proceedings (Hong Kong, SAR China). 25.