Social TV: How Social Media Activity Interacts With TV Advertising
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References
- Fossen, Beth L. and Schweidel, David A. (2017): “Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity,” Marketing Science, Vol. 36, No. 1, pp. 105 - 123.
- Fossen, Beth L. and Schweidel, David A. (2016): “Social TV, Advertising, and Sales: Are Social Shows Good for Advertisers?” working paper. http://www.msi.org/reports/social-tv-advertising-and-salesare-social-shows-good-for-advertisers/
- Godes, David and Mayzlin, Dina (2004): “Using Online Conversations to Study Word-of-Mouth Communications,” Marketing Science, Vol. 23 No.4, pp. 545 - 560.
- Nielsen (2015): “Live TV + Social Media = Engaged Viewers,” http://www.nielsen.com/us/en/insights/news/2015/live-tvsocial-media-engaged-viewers.html.
DOI: https://doi.org/10.1515/gfkmir-2017-0015 | Journal eISSN: 2628-166X
Language: English
Page range: 30 - 35
Published on: Oct 24, 2017
Published by: Nuremberg Institute for Market Decisions
In partnership with: Paradigm Publishing Services
Publication frequency: 2 times per year
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© 2017 Beth L. Fossen, David A. Schweidel, published by Nuremberg Institute for Market Decisions
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.