Matches in SemOpenAlex for { <https://semopenalex.org/work/W3092136496> ?p ?o ?g. }
Showing items 1 to 97 of
97
with 100 items per page.
- W3092136496 endingPage "869" @default.
- W3092136496 startingPage "852" @default.
- W3092136496 abstract "This study aims to examine the influence of consumer engagement with Super Bowl ad tweets, on their engagement with the advertiser’s official Twitter account. Using Python, audience engagement data were collected from the Super Bowl advertisers’ official Twitter accounts on a daily basis from two days before the game until 10 days after the game; this procedure resulted in 351 cases for 27 advertisers in a balanced panel dataset. Overall, the results of panel regression analyses employing a feasible generalized least squares (FGLS) procedure and panel-corrected standard error (PCSE) estimates support the hypothesis predicting transference of engagement from Super Bowl ads tweets to the advertisers’ official Twitter accounts. In particular, of the three engagement metrics, the number of retweets of and favorites on the Super Bowl ad tweets significantly increased the numbers of followers and favorites on the official Twitter accounts of the Super Bowl advertisers. The theoretical and managerial implications of the findings are discussed." @default.
- W3092136496 created "2020-10-15" @default.
- W3092136496 creator A5040514729 @default.
- W3092136496 creator A5050272133 @default.
- W3092136496 creator A5059948428 @default.
- W3092136496 creator A5069357583 @default.
- W3092136496 date "2020-10-05" @default.
- W3092136496 modified "2023-09-29" @default.
- W3092136496 title "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" @default.
- W3092136496 cites W1570396618 @default.
- W3092136496 cites W170321238 @default.
- W3092136496 cites W1952707391 @default.
- W3092136496 cites W1966503997 @default.
- W3092136496 cites W1969323627 @default.
- W3092136496 cites W1975583660 @default.
- W3092136496 cites W1997254581 @default.
- W3092136496 cites W2003267703 @default.
- W3092136496 cites W2016945820 @default.
- W3092136496 cites W2024405974 @default.
- W3092136496 cites W2026318959 @default.
- W3092136496 cites W2027757106 @default.
- W3092136496 cites W2028462504 @default.
- W3092136496 cites W2034301206 @default.
- W3092136496 cites W2035321912 @default.
- W3092136496 cites W2035649396 @default.
- W3092136496 cites W2052866302 @default.
- W3092136496 cites W2057331484 @default.
- W3092136496 cites W2059645117 @default.
- W3092136496 cites W2080488323 @default.
- W3092136496 cites W2094119659 @default.
- W3092136496 cites W2094339312 @default.
- W3092136496 cites W2103570635 @default.
- W3092136496 cites W2132559268 @default.
- W3092136496 cites W2163341006 @default.
- W3092136496 cites W2293997187 @default.
- W3092136496 cites W2316046458 @default.
- W3092136496 cites W2544158810 @default.
- W3092136496 cites W2581134375 @default.
- W3092136496 cites W2728191047 @default.
- W3092136496 cites W2743497512 @default.
- W3092136496 cites W2770407860 @default.
- W3092136496 cites W2789412766 @default.
- W3092136496 cites W2903575056 @default.
- W3092136496 cites W2908224327 @default.
- W3092136496 cites W2911171386 @default.
- W3092136496 cites W2939929407 @default.
- W3092136496 cites W2947424757 @default.
- W3092136496 cites W3020913826 @default.
- W3092136496 cites W3121845706 @default.
- W3092136496 cites W3125510825 @default.
- W3092136496 cites W3139728980 @default.
- W3092136496 cites W4241244867 @default.
- W3092136496 cites W95553963 @default.
- W3092136496 doi "https://doi.org/10.1080/02650487.2020.1819006" @default.
- W3092136496 hasPublicationYear "2020" @default.
- W3092136496 type Work @default.
- W3092136496 sameAs 3092136496 @default.
- W3092136496 citedByCount "7" @default.
- W3092136496 countsByYear W30921364962021 @default.
- W3092136496 countsByYear W30921364962022 @default.
- W3092136496 countsByYear W30921364962023 @default.
- W3092136496 crossrefType "journal-article" @default.
- W3092136496 hasAuthorship W3092136496A5040514729 @default.
- W3092136496 hasAuthorship W3092136496A5050272133 @default.
- W3092136496 hasAuthorship W3092136496A5059948428 @default.
- W3092136496 hasAuthorship W3092136496A5069357583 @default.
- W3092136496 hasConcept C112698675 @default.
- W3092136496 hasConcept C144133560 @default.
- W3092136496 hasConcept C149782125 @default.
- W3092136496 hasConcept C162324750 @default.
- W3092136496 hasConcept C6422946 @default.
- W3092136496 hasConceptScore W3092136496C112698675 @default.
- W3092136496 hasConceptScore W3092136496C144133560 @default.
- W3092136496 hasConceptScore W3092136496C149782125 @default.
- W3092136496 hasConceptScore W3092136496C162324750 @default.
- W3092136496 hasConceptScore W3092136496C6422946 @default.
- W3092136496 hasIssue "6" @default.
- W3092136496 hasLocation W30921364961 @default.
- W3092136496 hasOpenAccess W3092136496 @default.
- W3092136496 hasPrimaryLocation W30921364961 @default.
- W3092136496 hasRelatedWork W2012750557 @default.
- W3092136496 hasRelatedWork W2121271899 @default.
- W3092136496 hasRelatedWork W2181334335 @default.
- W3092136496 hasRelatedWork W2348630398 @default.
- W3092136496 hasRelatedWork W2358985041 @default.
- W3092136496 hasRelatedWork W2372630405 @default.
- W3092136496 hasRelatedWork W2779851879 @default.
- W3092136496 hasRelatedWork W3122630413 @default.
- W3092136496 hasRelatedWork W3142633632 @default.
- W3092136496 hasRelatedWork W4253155608 @default.
- W3092136496 hasVolume "40" @default.
- W3092136496 isParatext "false" @default.
- W3092136496 isRetracted "false" @default.
- W3092136496 magId "3092136496" @default.
- W3092136496 workType "article" @default.