Influence of Social Media Attitude in Cross Screen Conversation

We carry out our study on interactions via second screens by analyzing more than 3M, 800K and 50K Super Bowl related posts from Twitter, Instagram, and Tumblr respectively to measure the influence of second screen based interaction on social media attitude. We took commercials, musicals and game as the categories of interest into consideration for temporal analysis in Pre, During, and Post Super Bowl phases. Research results show that the change in attitude is significant among categories in phases. Posts containing URLs and posts that contain only texts with no URLs, retweets or response show a positive association with viewers’ second screen attitude in Pre and Post phases. This research is important in identifying the interplay that technology has on the use of social interactions for sharing feelings and information via cross screens across disparate social platforms at different phases of an in real life event.