The study of television viewership under a diverse media environment
| Autor: | Po-Wen Hsiao, 蕭博文 |
|---|---|
| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Because social networks and video-sharing websites are inseparable part of many people’s daily life, many businesses have created business Facebook page to market business, interact with customers, and get potential customers in the door. For example, to attract viewers, several Television programs not only preview program on its Facebook page but also posts the program contents on its official YouTube channel. However, few literature studies the impact of various social networks on Television viewership due to the challenge that Television viewership and social network data cannot be fused because these data do not have jointed variables such as customer demographics. This study addresses this issue by proposing a hierarchical Bayesian model to fuse data from different sources when joint variables are missing. The empirical result shows that program preview on social media does influence consumer’s willingness to watch program on Television. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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