| Autor: |
Scott C. Purvis, Sandeep Patnaik, Harlan E. Spotts |
| Rok vydání: |
2014 |
| Předmět: |
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| Zdroj: |
Journal of Advertising Research. 54:454-468 |
| ISSN: |
0021-8499 |
| Popis: |
The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S. National Football League Super Bowl championship games. The Super Bowl often is the most-watched yearly U.S. television broadcast. Results indicated that pre-game and game-day social-media conversations for advertised brands enhanced audience engagement. Television advertisements played a significant role in amplifying social-media conversations about the advertised brands. Overall, the study found evidence that the relationship between traditional television advertising and online social-media conversations was reciprocal, with both media platforms working in tandem to enhance brand engagement. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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