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Predictors of the gap between program and commercial audiences : an investigation using live tuning data

Schweidel, David A.; Kent, Robert J. - In: Journal of marketing 74 (2010) 3, pp. 18-33

Persistent link: https://www.econbiz.de/10008822114

Switching before the pitch : exploring television channel changing before the ads even start

Kent, Robert J. - In: Journal of marketing communications 19 (2013) 5, pp. 377-386

Persistent link: https://www.econbiz.de/10010227707

Second-by-second analysis of advertising exposure in TV pods : the dynamics of position, length, and timing

Swaminathan, Srinivasan; Kent, Robert J. - In: Journal of advertising research 53 (2013) 1, pp. 91-100

Persistent link: https://www.econbiz.de/10009745859

Ad ratings when a marketer runs two commercial messages in one television program episode

Kent, Robert J.; Swaminathan, Srinivasan - In: Journal of marketing communications 25 (2019) 4, pp. 385-402

Persistent link: https://www.econbiz.de/10012203318

Drivers of Social Media Rebroadcasting : Investigating the Role of Message Content and Influencers

Zhang, Yuchi; Moe, Wendy W.; Schweidel, David A. - 2013

We investigate the drivers of social media rebroadcasting behavior by jointly examining the effects of message content, user heterogeneity (both observed and unobserved), the fit between message content and individual users, and the influence of prior rebroadcasting activity. We focus on the...

Persistent link: https://www.econbiz.de/10014160016

Synergy or interference : the effect of product placement on commercial break audience decline

Schweidel, David A.; Foutz, Natasha Zhang; Tanner, Robin J. - In: Marketing science 33 (2014) 6, pp. 763-780

Persistent link: https://www.econbiz.de/10010468394

A border strategy analysis of ad source and message tone in senatorial campaigns

Wang, Yanwen; Lewis, Michael; Schweidel, David A. - In: Marketing science 37 (2018) 3, pp. 333-355

Persistent link: https://www.econbiz.de/10011884339

Television advertising and online word-of-mouth : an empirical investigation of social TV activity

Fossen, Beth L.; Schweidel, David A. - In: Marketing science 36 (2017) 1, pp. 105-123

Persistent link: https://www.econbiz.de/10011645782

Measuring the impact of product placement with brand-related social media conversations and website traffic

Fossen, Beth L.; Schweidel, David A. - In: Marketing science 38 (2019) 3, pp. 481-499

Persistent link: https://www.econbiz.de/10012038422

Social TV, advertising, and sales : are social shows good for advertisers?

Fossen, Beth L.; Schweidel, David A. - In: Marketing science 38 (2019) 2, pp. 274-295

Persistent link: https://www.econbiz.de/10012022542