Investigating Chinese Audience-consumers Responses towards TV character Fashion Content A study of second screen communication context

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Abstract

Second-screen viewing – the use of smartphones, tables and laptops while watching television program – has increased dramatically in the last few years, which multi-screen usage could be considered as a new opportunity for marketing communication. This study will investigate the social media (as second screen) communication effects of TV drama series focussing on the effectiveness of character’s fashion content in leading to consumer’s impulsive buying. Narrative transportation theory, use and gratification theory, flow theory, social comparison theory and para-social theory are developed and adopted in an S-O-R framework in this study. A quantitative research approach will be used to conduct online survey focusing China second screen marketing phenomenon. Results of the study provide a guide to understand the newly emerging second screen process with theoretical and managerial perspectives.

Keyword(s)

Second screen; fashion blogger; impulse buying; para-social interaction; product placement; social media

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