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Examining the Impact of Television-Program-Induced Emotions on Online Word-of-Mouth Toward Television Advertising

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  • Tingting Nian

    (Paul Merage School of Business, University of California, Irvine, Irvine, California 92697)

  • Yuheng Hu

    (College of Business Administration, University of Illinois at Chicago, Chicago, Illinois 60607)

  • Cheng Chen

    (Sheldon B. Lubar School of Business, University of Wisconsin-Milwaukee, Milwaukee, Wisconsin 53201)

Abstract

The proliferation of social media platforms allows marketers to gauge consumers’ opinions toward brands directly from online word of mouth (WOM). In this paper, we exploit a large-scale television program (the Super Bowl 2016) and exogenous game events that may cause a positive emotional context for fans of the winning team while creating a negative emotional context for fans of the losing team to investigate the impact of television-program-induced emotions on viewers’ online WOM behavior toward ads that were aired during program breaks. The results obtained from a difference-in-differences analysis with coarsened exact matching generally support our hypotheses on the direct and congruence effects of television-program-induced emotions. Findings on the direct effect suggest that television-program-induced emotional shocks have a significant effect on the arousal and valence of viewers’ online WOM toward ads. We additionally find that a match between television-program-induced emotional shocks and the emotional content of ads leads to a more significant increase in the arousal and more favorable valence of online WOM responses to ads. We discuss the implications of our findings for advertisement design and media planning strategies.

Suggested Citation

  • Tingting Nian & Yuheng Hu & Cheng Chen, 2021. "Examining the Impact of Television-Program-Induced Emotions on Online Word-of-Mouth Toward Television Advertising," Information Systems Research, INFORMS, vol. 32(2), pages 605-632, June.
    • Handle: RePEc:inm:orisre:v:32:y:2021:i:2:p:605-632
    DOI: 10.1287/isre.2020.0985
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