Digital engagement with Super Bowl commercials : analysing likeability, length, and mood
Karen A. Loveland, Katherine Taken Smith and Lawrence Murphy Smith
| Year of publication: |
2023
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|---|---|
| Authors: | Loveland, Karen Ann ; Smith, Katherine Taken ; Smith, L. Murphy |
| Published in: |
International journal of sport management and marketing : IJSMM. - Genève : Inderscience Enterprises, ISSN 1740-2808, ZDB-ID 2193548-8. - Vol. 23.2023, 4, p. 275-289
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| Subject: | ad likeability | digital engagement | digital engagement with advertising | emotional appeals | humour in advertising | online chatter | sentiment analysis | Super Bowl commercials | television advertising | TV commercial length | Fernsehwerbung | Television advertising | Emotion | Werbewirkung | Advertising effects | Werbung | Advertising | Sportveranstaltung | Sport event | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Computerunterstützung | Computerized method |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJSMM.2023.131949 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014311030