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A 2009 literature review and research proposal as part of the Masters in Communication program at The Johns Hopkins University.
The launch of the website Wetpaint.com, the first, and ground-breaking, ranking system for online engagement for television show viewers, inspired this study into the affect of online behavior on advertising success. Research suggests that engagement can lead to positive advertising responses, indicating that online engagement may represent a new way to identify more valuable segments of the viewing audience. A national survey evaluated the change in attitudes and behavior demonstrated by a television-viewing audience that participates in online fan activities, showing that some viewers may be more valuable than others.