Does offline TV advertising affect online chatter? : quasi-experimental analysis using synthetic control
Seshadri Tirunillai, Gerard J. Tellis
| Year of publication: |
November-December 2017
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|---|---|
| Authors: | Tirunillai, Seshadri ; Tellis, Gerard J. |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 36.2017, 6, p. 862-878
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| Subject: | user-generated content | online chatter | synthetic control | TV advertising | difference in differences | quasi experiments | matching | virality | offline advertising | Online-Marketing | Internet marketing | Werbung | Advertising | Virales Marketing | Viral marketing | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2017.1040 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011791423