Analyzing Attitude of Second Screen Social Media Messages

We analyze more than 3,000,000 Twitter, 800,000 Instagram, and 50,000 Tumblr posts concerning a single major in-real-life event, Super Bowl XLIX, to determine attitude. We consider three event phases (Pre, During, and Post). Findings show link-based recommendations and undirected broadcast patterns positively correlate with attitude in the Pre and Post phases, respectively. The usage of these specific features highlights the differing information needs of viewers during these phases, specifically the sharing of information in the Pre phase and the sharing of opinions in the Post phase. The volume of postings indicates a negative attitude for all social media platforms, demonstrating that adverse information is more likely to be shared than positive information; this finding contradicts prior findings. This second screens phenomenon research is important in identifying the sharing information on multiple social media platforms during an in real life event.