Abstract
While Twitter’s use in IMC for branding, buzz marketing, and CRM is well documented, the interaction between Twitter and a brand’s television broadcast advertising is not apparent (Jansen, Zhang, Sobel, & Chowdhury, 2009). With measurement firms such as Nielsen now tracking data on the amount of Twitter buzz and usage for certain television programs, it is becoming necessary to actually quantify the impact of Twitter on brand advertising. Current research shows that increased Twitter activity with movie box office releases is quantifiably related to opening-weekend box office gross revenue, and the use of Twitter resulted in increased interaction (Oh, 2013). In addition, mass-scale brand sentiment via the Twitter platform has been correlated to a level of 86.7% with the stock prices of the corresponding brand (Bollen, Mao & Zeng, 2011).
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Oh, C., Sasser, S., Lockwood-White, C., Almahmoud, S. (2016). Discovering Twitter Metrics for Creative Super Bowl Campaigns. In: Verlegh, P., Voorveld, H., Eisend, M. (eds) Advances in Advertising Research (Vol. VI). European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-10558-7_4
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