Cross-Media Consumption: Insights from Super Bowl Advertising

Volume: 50, Issue: 1, Pages: 17 - 31
Published: May 1, 2020
Abstract
When viewers engage in cross-media consumption—view television advertising and social media posts on another medium—how do stimuli from multiple screens influence their response? To address this question, we construct a comprehensive dataset to estimate the effects of Super Bowl advertising and the advertised brands’ Facebook content on ad likability. The novel insights emerging from the analyses include that: both media directly and...
Paper Details
Title
Cross-Media Consumption: Insights from Super Bowl Advertising
Published Date
May 1, 2020
Volume
50
Issue
1
Pages
17 - 31
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