How Digital Conversations Reinforce Super Bowl Advertising

Autor:	Scott C. Purvis, Sandeep Patnaik, Harlan E. Spotts
Rok vydání:	2014
Předmět:	Marketing Communication media_common.quotation_subject ComputingMilieux_PERSONALCOMPUTING Advertising Football League Brand engagement Power (social and political) Conversation Sociology Championship Television advertising ComputingMilieux_MISCELLANEOUS media_common
Zdroj:	Journal of Advertising Research. 54:454-468
ISSN:	0021-8499
DOI:	10.2501/jar-54-4-454-468
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:	https://explore.openaire.eu/search/publication?articleId=doi_________::293b50a1640a57f926980dfe76819d8d https://doi.org/10.2501/jar-54-4-454-468 Zobrazit plný text záznamu