Publicação
The Impact of Biometrics in Assessment of Emotional Engagement of Viewers During Live Broadcasting of Sports Viewership
| Resumo: | In today's society, consumers are constantly seeking new forms of entertainment, often utilizing multiple mediums simultaneously. Live sports broadcasts have become increasingly popular and offer a unique opportunity for companies to reach their audience in a unique environment, which allows the automatic processing of brand messages. These types of broadcasts possess an exceptional emotional intensity, as the unpredictability of the final results can incite strong emotional reactions in viewers. However, it has become increasingly challenging for broadcasters and media owners to accurately gauge the level of emotional involvement of a viewer. To address this issue, the present study aims to monitor continuous viewer data through psychophysiological data points, such as galvanic skin response (GSR) and declarative post-event answers. The goal is to determine the correlation between game outcome uncertainty, viewers' emotions, and their attention to transmission highlights during live sports viewership. This will help to gain insights into the emotional responses of viewers during major sports events, particularly concerning GSR, which is an effective indicator of emotional arousal. Moreover, this study will explore viewers' interactions with ads and brand recall after the broadcast. By measuring GSR using third-party data, the research will provide a more in-depth understanding of consumer emotions during the airtime of each program. Additionally, it aims to assess the effectiveness of sponsorships and determine the return on advertising investment for brands. Overall, the study will provide valuable insights into the emotional experiences of viewers during live sports broadcasts, and how advertisers can effectively connect with their audience. The findings will be useful for broadcasters and media owners, as well as for brands looking to create more effective and engaging advertising strategies. |
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| Autores principais: | Miranda, Francisca Teixeira |
| Assunto: | Galvanic Skin Response Consumer Behavior Broadcast Biometrics Advertising Effectiveness |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | In today's society, consumers are constantly seeking new forms of entertainment, often utilizing multiple mediums simultaneously. Live sports broadcasts have become increasingly popular and offer a unique opportunity for companies to reach their audience in a unique environment, which allows the automatic processing of brand messages. These types of broadcasts possess an exceptional emotional intensity, as the unpredictability of the final results can incite strong emotional reactions in viewers. However, it has become increasingly challenging for broadcasters and media owners to accurately gauge the level of emotional involvement of a viewer. To address this issue, the present study aims to monitor continuous viewer data through psychophysiological data points, such as galvanic skin response (GSR) and declarative post-event answers. The goal is to determine the correlation between game outcome uncertainty, viewers' emotions, and their attention to transmission highlights during live sports viewership. This will help to gain insights into the emotional responses of viewers during major sports events, particularly concerning GSR, which is an effective indicator of emotional arousal. Moreover, this study will explore viewers' interactions with ads and brand recall after the broadcast. By measuring GSR using third-party data, the research will provide a more in-depth understanding of consumer emotions during the airtime of each program. Additionally, it aims to assess the effectiveness of sponsorships and determine the return on advertising investment for brands. Overall, the study will provide valuable insights into the emotional experiences of viewers during live sports broadcasts, and how advertisers can effectively connect with their audience. The findings will be useful for broadcasters and media owners, as well as for brands looking to create more effective and engaging advertising strategies. |
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