Social Media Influence on TV Examined by New Study
Consumers’ interaction with social media in relation to their television viewing is relatively modest compared to other forms of communication and lags behind other online media, TV promotions and, especially, offline communication, according to a new study. Only 12% of respondents use social media one or more times per day concerning TV.
However, the number jumps to 37% using social media one or more times per week – suggesting growth potential for social media as an influence on TV viewing. Half of these respondents report viewing TV concurrently with using social media. The research also identified several groups who are highly connected to social media and television, and who represent an important opportunity for marketers. These are among numerous findings from an extensive, multi-pronged study, entitled “Talking Social TV,” to help determine how social media interaction impacts television viewing.
Study: Facebook Helps First-Generation College Students
Facebook connections can help first-generation college applicants believe in their abilities to both apply to school and excel once they’ve enrolled, according to a new study from the University of Michigan and Michigan State University.
“We are very excited by these findings, because they suggest that the kinds of interactions supported by Facebook and other social media can play a role in helping young people, especially those who are traditionally less likely to go to college, feel more confident about their ability to get into college and to succeed there,” said Nicole Ellison, associate professor at the U-M School of Information.
First-generation applicants might not come into contact on a daily basis with people who support their interest in college or who can answer questions about it, Ellison said.
Study: Facebook may improve self esteem but negatively affect motivation
New research suggests that looking at your Facebook profile can be both psychologically good and bad for you.
A Facebook profile is an ideal version of self, full of photos and posts curated for the eyes of family, friends and acquaintances. A new study shows that this version of self can provide beneficial psychological effects and influence behavior.
Catalina Toma, a UW-Madison assistant professor of communication arts at UW-Madison, used the “Implicit Association Test” to measure Facebook users’ self-esteem after they spent time looking at their profiles, the first time the social psychology research tool has been used to examine the effects of Facebook. The test showed that after participants spent just five minutes examining their own Facebook profiles, they experienced a significant boost in self-esteem.
The test measures how quickly participants associate positive or negative adjectives with words such as me, my, I and myself.
“If you have high self-esteem, then you can very quickly associate words related to yourself with positive evaluations but have a difficult time associating words related to yourself with negative evaluations,” Toma says. “But if you have low self-esteem, the opposite is true.”
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