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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.