Does offline TV advertising affect online chatter? : quasi-experimental analysis using synthetic control
Year of publication: |
November-December 2017
|
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Authors: | Tirunillai, Seshadri ; Tellis, Gerard J. |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 36.2017, 6, p. 862-878
|
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 | Werbewirkung | Advertising effects | Virales Marketing | Viral marketing |
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