Konvergensi Media di Era Digital: Tinjauan Literatur Sistematis tentang Integrasi Penyiaran Digital dan Media Sosial dalam Membangun Keterlibatan Audiens

Abstract

The broadcasting industry currently faces significant challenges due to audience fragmentation and the shift of attention toward digital platforms. Audience engagement has emerged as the new benchmark for success, compelling broadcasters to adapt through media convergence strategies. This study aims to identify and synthesize the most effective integration patterns between digital broadcasting and social media to foster audience engagement. Employing a Systematic Literature Review (SLR) method adhering to the PRISMA protocol, this study analyzes selected literature from the Scopus database published between 2019 and 2025. The analysis reveals three key findings: (1) Audience engagement is most effectively driven by content that fosters emotional resonance and personal (parasocial) relationships rather than mere technical features; (2) Successful multi-platform strategies are