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The access to the contents of this doctoral thesis it is limited to the acceptance of the use conditions set by the following Creative Commons license: https://creativecommons.org/licenses/?lang=en Doctoral Dissertation Universitat Autònoma de Barcelona Department of Business Entrepreneurship and Management (iDEM) ——————————————————————————- ENJOYING SOCIAL TV Re-discovering the social process and big data research —————————————————————————– Jinju Kim Jordi Lopéz Sintas Author Supervisor 1 2 ENJOYING SOCIAL TV Re-discovering the social process and big data research Jinju Kim is a doctoral candidate in International Entrepreneurship and Manage- ment at Universitat Autònoma de Barcelona. She holds a BSc in Mass Communi- cation and Journalism from Kyungpook University, South Korea, and an MSc in Art Management from the NEOMA Business School in Rouen, France. During her studies, she developed a keen interest in new media audiences and cross-cultural consumption. This led to her current research focus on media consumption and big data analysis in the field of media communication, particularly in regards to consumer behaviour. Her ultimate goal is to extend the field´s current knowledge on media consumption in the globalization era by investigating digital audiences’ interpretations of various cultural media products in order to understand the impact of new media on these processes. These research findings can be used to develop new marketing strategies for media products to maximize the likeliness of their success in various cultural markets. 3 4 ENJOYING SOCIAL TV Re-discovering the social process and big data research ———————————————————————– Dissertation for the purpose of obtaining the degree of doctor at Universitat Autònoma de Barcelona by Jinju Kim 5 6 This disseration has been approved by the supervisor prof. Jordi Lopéz Sintas. Copyright @ 2019 by Jinju Kim Declaration of Originality No portion of this work written in the thesis has been submitted to qualify for another degree at another uniersity or other learning institute. Decelaración de Originalidad Nignuna porción de este trabajo escrito en la tesis ha sido presentado para optar por otro grado en otra universidad u orto instituto de aprendizaje. Copyright Statement All rights reserved. No parts of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the author. Declaración de Derecho de Autor Todos los derechos reservados. Ninguna parte de esta publicación puede ser re- producida, almacenada en un sistema de recuperación, o transmitida, de ninguna forma o por ningún medio, electrónico, mecánico, foto-copia, grabación, o de otra manera, sin el permiso previo por escrito del autor. 7 8 Stefano, we have done it 9 10 PREFACE Life is not easy for any of us. But what of that? We must have perseverance and above all confidence in ourselves. We must believe that we are gifted for something and that this thing must be attained. Marie Curie 11 12 ACKNOWLEDGEMENTS I am truly grateful to everyone who helped and encouraged me to complete my Ph.D. thesis, especially. Professor Lopez-Sintas: my Ph.D. would have not been possible without my super- visor, Jordi. Four years ago I flew to Barcelona with the dream of working with you. Once I was accepted in your team, I was so glad and planned my perfect harmless Ph.D. journey. However, the Ph.D. was harder than I thought but at the same time much more rewarding. You stood by me during every struggle and taught me not to lose the trust in myself and in our job. You also thought me to become disciplined, open-minded for new knowledge and research challenges. I wouldn’t dare start Ph.D. if I knew I would have to develop my own computer code. When I arrived in Barcelona, I was a purely theoretical girl and now, after 4 years I become a computer coding nerd. Thank you for introducing me to the 21st century by opening the door to the big data world. You also become a reference point during my four years in Barcelona. Being a proper Korean, I couldn’t express easily how much I enjoy the time with you. You told me that when we finish my Ph.D., it is not the end but a new start. This time, I will be more Spanish and less Korean. My Ph.D. colleagues and staff members in the business department, in particular: Jorge, Jonathan, Marco. It has been a true pleasure to share my Ph.D. experience with you. Thank you for the nice discussions in and outside UAB. Trang, Gozde, Tatiana, Nestor. Thank you all for sharing the moments with me. The Erasmus+ programme is gratefully acknowledged to support my research stay at Università Cattolica del Sacro Cuore at OssCom team in Milano. Special thanks to: Prof. Aroldi for his true interest in my research and for giving me lot of inspiration and research ideas; Elisabetta for sharing nice moments as a working team; Simone for welcoming me in Milano. Jakkapong I was so happy to stay close with you in the same team. Thank you for your kindness and delicious Thai cuisine. I am sorry I invited you to my house and asked you to cook for us. Thai food for sure was a secret ingredient for our friendship or maybe the other way around. I felt that there is someone I can count on, who helped me a lot during my last period. Jess, my American captain. My period in BCN can be divided without and with Jessica. Thank you for being my friend not, an acquaintance. Even when you were in your cave you were there for me when I needed you. Thank you for guiding me home in Barcelona. And now I nominate you as the last torchbearer, GO! 13 Jaime, my crazy funny doctor Borego. Thank you for being always wise and at the same time crazy. You are a weirdo but also the dearest friend in my Barcelona life. You claim that you want to be the best man at my wedding but why I should see the news about your wedding on Facebook? I am waiting for your wedding card, my dear Borego. Kangsu & Suyoung & Yujin, Mass media crew at KNU in Europe. We know each other since I was 20 and now, 10 years later we are still studying together, not in Korea but in Europe. Just knowing that you are here gives me the strength to move on. Thank you for being always supportive. I am so proud of you. Looking forward to gathering again. Hongfen (Giegie). The best support I got living here was from you and Zhouhan. You taught me to stand up and fight for what you love. It is so strange that Stefano calls you “sister” even though he was your partner and Zhouhan’s father. at least for one day. Let’s allow him to call you like that. To be honest for you and Zhouhan I can happily share my Stefano. I want you to know I am here for you and Zhouhan in every important moment of your lives as a family. Cristina, you are my “San Marco el Lion, Ti co nu, nu co Ti”. You cannot get rid of us. I will stick to you. And please don’t be afraid to know that you are my life guru. It is not enough saying thank you for the wonderful time we spend together, so I will stay close to you to pay you back and learn more from you. So, from now on. thank you in advance. Joda & Maji. We have been friends since primary school, and frankly speaking, we have never grown up since then. Your silly jokes and slapsticks saved me to breathe and laugh in hard time. Both of you are true friends who are always beside me in my struggling and also in my happiness. Let’s not become mature for each other’s sake. Teo, my bro. Thank you for always saying that I am doing well. For you the same, you are doing very well. As much as you believe in me, I also do for you. You are my old and young brother. During your race, I will support you with all my heart until you complete your goal. Love you, my bro. Mom and Dad. Thank you for teaching me never give up, always think positive. Mom, 7 years ago you literally pushed me inside a flight to go to Europe to study. Since that day my life has changed upside down. Thanks to both of you that I can now dream something I didn’t even know it existed. Papà without your endless belief and support I couldn’t move on to succeed it. Both of you make me see more 14 and learn more about the world. Every day I am happier than yesterday thanks to you. Truly, I am so glad that I am your daughter. Stefano Without you, I probably wouldn’t have had the courage to start my new life in Europe. Your support was always the source of courage in every turning point of my life. You are always next to me since the time I chose the university for my master.