The celebrity is the human link. When an actor promotes a movie on a talk show (classic), it's expected. But when a celebrity uses their social media (popular media) to react to a fan theory about their own show (entertainment), the link explodes.
The Symbiotic Spiral: Examining the Reciprocal Link Between Entertainment Content and Popular Media www xxxwap com link
According to a Nielsen study, 65% of viewers use a second screen while watching TV, and 45% of those are specifically discussing the content on social media or reading articles about it. If you don't link the two, the audience will create a broken link themselves (often leading to spoilers or negative speculation). The celebrity is the human link