Social TV and 'Influencers': Different Users, Different Effects

摘要

TV broadcasters are increasingly adopting social TV strategies to affect the viewers' online behavior. The research done so far suggests that different drivers play different roles and their effects are different according to the specific type of online behavior. In order to extend this research, through hierarchical linear regression models, we compare the effects of the different drivers on the online behavior of "influencers", i.e., users having a large number of followers, and "ordinary" users. Despite some limitations, we show relevant differences between the online behaviors of these two kinds of users, particularly the social TV strategies do not affect the online behavior of the "influencers", while some of them affect the online behavior of "ordinary" users.