Social and Behavioral Sciences Commons^™

I Threw My Pie For You: Engagement And Loyalty On Tv Show Facebook Pages, Tracy M. Wisneski

USF Tampa Graduate Theses and Dissertations

Facebook boasts an audience approximately three times as large as the next most popular social media networks, so it comes as no surprise that brands are devoting substantial resources to engage with their fans on the world’s most widely used social networking site. Television shows are among those brands using Facebook as a platform to connect with consumers, and their potential for fan relationships is unique from those of other brands, but there are, as of yet, no published scholarly articles for driving Facebook fan engagement and loyalty for a television show. This mixed methods study uses an ethnographic content …