Turning Screen Time into Green Time: A Sustainable Shift in Consumer Engagement

In the digital age, the phenomenon of "second screen" activity – using mobile devices to search for additional information while watching television – has become increasingly significant. Second-screen usage is now popular, where viewers use a second screen for secondary activities while watching TV. For example, the most popular second-screen usage in the US is accessing the internet via smartphone and TV simultaneously, with 68% of users doing as reported by Statista. However, reasons for second-screen usage vary across different countries.

In this blog, I share our paper “Investigating narrative involvement, parasocial interactions, and impulse buying behaviours within a second screen social commerce context“, which explored the second screen within the context of watching a Chinese TV drama series that suggests significant effects on how audiences interact with and consume content. The paper highlights the growing trend of second-screen activities, and then I reflect on how the insights could be used to promote sustainable rather than impulsive buying behaviours.

When viewers watch TV series, they become engaged and experience cognitive and perceptual responses to the unfolding narrative, leading to behaviours such as “parasocial interaction” and “impulse buying”.

Parasocial interaction (PSI) refers to the phenomenon where people feel they have a personal relationship with a media personality, even though it is one-way and unreciprocated. For instance, when people watch a TV show, they may feel like they know the characters or actors personally. Influencers on social media can encourage PSI by allowing their followers to engage with content related to a TV show or other media. Multi-screen usage and cross-channel marketing provide strategic communication opportunities, as PSI occurs across multiple social media channels, which can be highly influential in shaping people's behaviour.

In a commercial setting, the likelihood of purchase behaviour can increase when TV viewers engage with related influencers' content. This engagement can lead to a greater level of connection and involvement in the narrative, ultimately leading to a greater tendency to purchase based on that connection, known as impulsive buying behaviour (IBB). Impulsive buying is spontaneous purchasing driven by emotions, cravings, or sudden urges, without careful consideration or rational decision-making.

The research uses the Stimulus-Organism-Response (SOR) framework to analyse consumer behaviours triggered by second-screen stimuli. It discusses narrative involvement, motivations for using Social Network Services (SNS), and parasocial interaction (PSI) as key factors influencing impulse buying behaviour among viewers of a popular TV series in China, focusing on their engagement with related social media content by a specific influencer.

Data analysis revealed significant relationships between narrative involvement, PSI, social comparison, and impulse buying behaviour. The findings suggest that engaging with second-screen content can enhance viewers' narrative involvement and parasocial interactions, leading to increased impulse buying. It also highlights the critical role of social comparison, suggesting that viewers are influenced by their comparisons with TV characters and other audiences on social media platforms.

Social comparison theory, introduced by Festinger in 1954, illuminates how individuals gauge their wealth and consumer habits against those around them. This theory sheds light on the intriguing phenomenon of upward comparison, where individuals measure themselves against figures of aspiration, such as celebrities or influencers featured in TV shows. This kind of comparison doesn't just feed into our daydreams and fuels our desire to purchase and own similar products, highlighting a powerful trigger for consumer intentions. Considering how parasocial interaction development could help organisations develop stronger connections, further research is needed to investigate different cultural contexts and various product categories to validate the findings.

However, I would like to provide some reflections on how the insights of the paper could help marketers and content creators leverage second-screen activities to enhance consumer engagement, support sustainable consumption and play a crucial role in combating greenwashing:

• Narrative Involvement Enhances Engagement: Narrative involvement is emphasised for creating deeper connections with TV content, so it's pivotal to integrate sustainability into these narratives. For instance, TV shows and secondary screen content can include stories highlighting the importance of sustainable living, environmental conservation, and ethical consumerism—backed up by since of course! By embedding these themes into compelling narratives, viewers can be educated and inspired to adopt sustainable practices in their daily lives. This approach enhances viewer experiences and promotes a greater understanding and commitment to sustainability.  

• Parasocial Interactions Drive Impulse Buying: The influence of parasocial interactions (PSIs) with characters or influencers can be a double-edged sword. While it drives impulse buying, it can also be a unique opportunity to promote sustainability. Influencers can leverage their platforms to endorse eco-friendly products, share information on the importance of sustainable consumption, and demonstrate how making greener choices can align with the aspirational lifestyles they showcase. By doing so, influencers can steer their followers towards sustainability, turning impulse buying into a force for positive environmental impact.  

• The Power of Social Comparison: The impact of social comparison on purchasing behaviour is undeniable. This insight can be harnessed to encourage sustainable buying practices. Influencers and TV characters are seen adopting sustainable lifestyles, using eco-friendly products, or supporting green brands, which sets a precedent for viewers. Social media platforms can become arenas where sustainable choices are showcased and celebrated, encouraging viewers to make similar choices. Highlighting the social prestige and positive community aspects of sustainable living can motivate consumers to choose products that are good for them and the planet.

In conclusion, this paper provides evidence of the impact of second-screen activities on consumer engagement, offering valuable insights into leveraging digital platforms to enhance narrative involvement and drive marketing strategies that help shift consumer behaviour towards a more sustainable and environmentally conscious future.

Open access to the full paper is available:

Vazquez, D., Wu, X., Nguyen, B., Kent, A., Gutierrez, A. and Chen, T. (2020) Investigating narrative involvement, parasocial interactions, and impulse buying behaviours within a second screen social commerce context. International Journal of Information Management, vol. 53. Available at: https://doi.org/10.1016/j.ijinfomgt.2020.102135

The images in this post were created using OpenAI's DALL-E, an AI-powered art generation tool.