The relationship between consumer engagements with Super Bowl ad tweets and the advertisers' official Twitter accounts : a panel data analysis of 2019 Super Bowl advertisers
Yeayoung Noh, Hyuksoo Kim, Kihan Kim and Yunjae Cheong
| Year of publication: |
2021
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|---|---|
| Authors: | Noh, Yeayoung ; Kim, Hyuksoo ; Kim, Kihan ; Cheong, Yunjae |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 40.2021, 6, p. 852-869
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| Subject: | brand engagement | panel data analysis | Python | social media | Super Bowl ad | Twitter | Social Web | Social web | Sportveranstaltung | Sport event | Werbewirkung | Advertising effects | Fernsehwerbung | Television advertising | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Panel | Panel study | Markenartikel | Brand | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2020.1819006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012623902