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-Reference-Cited by-同舟云学术

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

Published:2020-10-05 Issue:6 Volume:40 Page:852-869
ISSN:0265-0487
Container-title:International Journal of Advertising
language:en
Short-container-title:International Journal of Advertising

Author:

Noh Yeayoung¹,Kim Hyuksoo²,Kim Kihan¹,Cheong Yunjae³

Affiliation:

1. Seoul National University, Seoul, South Korea

2. Kyungpook National University, Daegu, South Korea

3. Hankuk University of Foreign Studies, Seoul, South Korea

Publisher

Informa UK Limited

Subject

Marketing,Communication

Link

https://www.tandfonline.com/doi/pdf/10.1080/02650487.2020.1819006

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