Social networks as a tool for forming youth loyalty to russian TV channels
DOI:
https://doi.org/10.47475/2070-0695-2022-10309Keywords:
social media, social networks, television, loyalty, engagement, youthAbstract
The article deals with the activities of Russian TV channels in social networks. Emphasis is placed on the formation of loyalty to the TV channels of the youth audience. The analysis shows that over the past two years, the number of subscribers in the accounts of TV channels in the social networks VKontakte, Instagram, Facebook has significantly increased. It was revealed that some of the users of social networks remain a consumer of television content only in them, without becoming viewers of the on-air TV channel. To assess loyalty, it is proposed to use an interest coefficient that compares TV channels in terms of interest in their accounts in social networks and in their television version. An assessment of the activities of TV channels in social networks was carried out using the coefficient of interest, content analysis and engagement analysis. Two models of interaction between television and social networks are distinguished, differing in the possibilities of attracting young people. It is concluded that the active presence of TV channels in social networks increases the loyalty of the youth audience to them, and increases the number of viewers of on-air television.
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