Matches in SemOpenAlex for { <https://semopenalex.org/work/W2575753522> ?p ?o ?g. }
- W2575753522 endingPage "878" @default.
- W2575753522 startingPage "862" @default.
- W2575753522 abstract "This study analyzes the impact of offline television advertising on multiple metrics of online chatter or user-generated content. The context is a quasi experiment in which a focal brand undertakes a massive advertising campaign for a short period of time. The authors estimate multiple dimensions of chatter (popularity, negativity, visibility, and virality) from numerous raw metrics using the content and the hyperlink structure of consumer reviews and blogs. The authors use the method of synthetic control to construct a counterfactual (synthetic) brand as a convex combination of the rivals during the preadvertising period. The gap in the dimensions of chatter between the focal brand and the synthetic brand in the test versus advertising periods assesses the influence of advertising. Offline television advertising causes a short but significant positive effect on online chatter. This effect is stronger on information-spread dimensions (visibility and virality) than on content-based dimensions (popularity and negativity). Importantly, advertising has a small short-term effect in decreasing negativity in online chatter. Data and the online appendix are available at https://doi.org/10.1287/mksc.2017.1040" @default.
- W2575753522 created "2017-01-26" @default.
- W2575753522 creator A5025279322 @default.
- W2575753522 creator A5053769452 @default.
- W2575753522 date "2017-11-01" @default.
- W2575753522 modified "2023-10-18" @default.
- W2575753522 title "Does Offline TV Advertising Affect Online Chatter? Quasi-Experimental Analysis Using Synthetic Control" @default.
- W2575753522 cites W1528512439 @default.
- W2575753522 cites W1912246770 @default.
- W2575753522 cites W1943882014 @default.
- W2575753522 cites W1978816387 @default.
- W2575753522 cites W2021128188 @default.
- W2575753522 cites W2059641085 @default.
- W2575753522 cites W2067383278 @default.
- W2575753522 cites W2070513048 @default.
- W2575753522 cites W2088640816 @default.
- W2575753522 cites W2107351206 @default.
- W2575753522 cites W2111995023 @default.
- W2575753522 cites W2115250165 @default.
- W2575753522 cites W2119192275 @default.
- W2575753522 cites W2121413265 @default.
- W2575753522 cites W2127492100 @default.
- W2575753522 cites W2132314509 @default.
- W2575753522 cites W2136789464 @default.
- W2575753522 cites W2145855348 @default.
- W2575753522 cites W2149248019 @default.
- W2575753522 cites W2150576019 @default.
- W2575753522 cites W2154513371 @default.
- W2575753522 cites W2168878119 @default.
- W2575753522 cites W2171039002 @default.
- W2575753522 cites W2171656257 @default.
- W2575753522 cites W2173363650 @default.
- W2575753522 cites W2239794783 @default.
- W2575753522 cites W2283968330 @default.
- W2575753522 cites W2310372985 @default.
- W2575753522 cites W2331253396 @default.
- W2575753522 cites W2503528511 @default.
- W2575753522 cites W3121385028 @default.
- W2575753522 cites W3122792870 @default.
- W2575753522 cites W3122852687 @default.
- W2575753522 cites W3122966113 @default.
- W2575753522 cites W3123091093 @default.
- W2575753522 cites W3123432896 @default.
- W2575753522 cites W3123937440 @default.
- W2575753522 cites W3125057276 @default.
- W2575753522 cites W3125274876 @default.
- W2575753522 cites W3125533408 @default.
- W2575753522 cites W3126023644 @default.
- W2575753522 cites W4244368443 @default.
- W2575753522 doi "https://doi.org/10.1287/mksc.2017.1040" @default.
- W2575753522 hasPublicationYear "2017" @default.
- W2575753522 type Work @default.
- W2575753522 sameAs 2575753522 @default.
- W2575753522 citedByCount "53" @default.
- W2575753522 countsByYear W25757535222017 @default.
- W2575753522 countsByYear W25757535222018 @default.
- W2575753522 countsByYear W25757535222019 @default.
- W2575753522 countsByYear W25757535222020 @default.
- W2575753522 countsByYear W25757535222021 @default.
- W2575753522 countsByYear W25757535222022 @default.
- W2575753522 countsByYear W25757535222023 @default.
- W2575753522 crossrefType "journal-article" @default.
- W2575753522 hasAuthorship W2575753522A5025279322 @default.
- W2575753522 hasAuthorship W2575753522A5053769452 @default.
- W2575753522 hasConcept C108650721 @default.
- W2575753522 hasConcept C110875604 @default.
- W2575753522 hasConcept C112698675 @default.
- W2575753522 hasConcept C120665830 @default.
- W2575753522 hasConcept C121332964 @default.
- W2575753522 hasConcept C123403432 @default.
- W2575753522 hasConcept C12718992 @default.
- W2575753522 hasConcept C136764020 @default.
- W2575753522 hasConcept C144133560 @default.
- W2575753522 hasConcept C151730666 @default.
- W2575753522 hasConcept C154945302 @default.
- W2575753522 hasConcept C15744967 @default.
- W2575753522 hasConcept C2775924081 @default.
- W2575753522 hasConcept C2779343474 @default.
- W2575753522 hasConcept C2780586970 @default.
- W2575753522 hasConcept C2992153596 @default.
- W2575753522 hasConcept C41008148 @default.
- W2575753522 hasConcept C512338625 @default.
- W2575753522 hasConcept C77805123 @default.
- W2575753522 hasConcept C86803240 @default.
- W2575753522 hasConceptScore W2575753522C108650721 @default.
- W2575753522 hasConceptScore W2575753522C110875604 @default.
- W2575753522 hasConceptScore W2575753522C112698675 @default.
- W2575753522 hasConceptScore W2575753522C120665830 @default.
- W2575753522 hasConceptScore W2575753522C121332964 @default.
- W2575753522 hasConceptScore W2575753522C123403432 @default.
- W2575753522 hasConceptScore W2575753522C12718992 @default.
- W2575753522 hasConceptScore W2575753522C136764020 @default.
- W2575753522 hasConceptScore W2575753522C144133560 @default.
- W2575753522 hasConceptScore W2575753522C151730666 @default.
- W2575753522 hasConceptScore W2575753522C154945302 @default.
- W2575753522 hasConceptScore W2575753522C15744967 @default.
- W2575753522 hasConceptScore W2575753522C2775924081 @default.
- W2575753522 hasConceptScore W2575753522C2779343474 @default.