Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity
Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity
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DOI：
10.1287/mksc.2016.1002
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发表时间：
2017
期刊：
影响因子：
--
通讯作者：
Beth L. Fossen;David A. Schweidel
中科院分区：
文献类型：
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作者：
Beth L. Fossen;David A. Schweidel
在这项研究中，我们通过研究电视观众对电视节目的共同消费和社交媒体（称为社交电视）的制作来调查电视广告和在线口碑（WOM）之间的关系。我们探讨电视广告如何影响有关广告品牌和广告播放节目的在线口碑数量。我们还研究了是什么鼓励或阻止观众参与这一特定的社交电视活动。使用包含电视广告实例和每分钟社交媒体提及量的数据，我们的分析表明，电视广告会影响广告品牌和广告播放节目的在线口碑量。我们还发现，对于对其品牌的在线参与感兴趣的广告商来说，获得最多在线口碑的计划不一定是最好的计划。最后，我们的结果强调了可以鼓励或阻止社交电视活动的品牌、广告和节目特征。我们讨论了我们的研究结果对媒体规划策略和广告设计策略的影响。数据作为补充材料，可在 http://dx.doi.org/10.1287/mksc.2016.1002 上获取。
In this research, we investigate the relationship between television advertising and online word-of-mouth (WOM) by examining the joint consumption of television programming and production of social media by television viewers, termed social TV. We explore how television advertising impacts the volume of online WOM about advertised brands and about the programs in which the advertisements air. We also examine what encourages or discourages viewers to engage in this particular social TV activity. Using data containing television advertising instances and the volume of minute-by-minute social media mentions, our analyses reveal that television advertising impacts the volume of online WOM for both the brand advertised and the program in which the advertisement airs. We additionally find that the programs that receive the most online WOM are not necessarily the best programs for advertisers interested in online engagement for their brands. Finally, our results highlight the brand, advertisement, and program characteristics that can encourage or discourage social TV activity. We discuss the implications of our findings for media planning strategies and advertisement design strategies.Data, as supplemental material, are available at http://dx.doi.org/10.1287/mksc.2016.1002 .