Fossen, Beth L.; Bleier, Alexander - In: Journal of the Academy of Marketing Science 49 (2021) 4, pp. 743-761
about television programs—relates to audience size during ads in those programs. We leverage a multisource dataset of 8417 … ad instances, volume and deviation measures of OPE activity (program-related Twitter mentions), and audience size during … relate to higher ad audience size. To explain, we argue that OPE reflects viewers' program involvement which attenuates their …