IS SMALL THE NEW BIG? SIZE EFFECTS ON TV STATIONS' SOCIAL NETWORK COMMUNICATION

In previous research size aspects have been discussed as key determinants for any explanation how television broadcasting works. This paper addresses the question how the market and the firm size influence the social network site (SNS) communication by television stations. The study examines the Facebook activities of twelve stations in four countries and investigates the degrees of sophistication along key success factors for SNS communication. Yet, different from what has been argued from the resources argument our results suggest that the small program diversity and the incentives lead to a more sophisticated SNS communication in small markets and by small companies.