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
Year of publication: |
2021
|
---|---|
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
|
Subject: | brand engagement | panel data analysis | Python | social media | Super Bowl ad | Twitter | Social Web | Social web | Werbewirkung | Advertising effects | Sportveranstaltung | Sport event | Online-Marketing | Internet marketing | Fernsehwerbung | Television advertising | Sportmarketing | Sports marketing | Panel | Panel study | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising |
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