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Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity

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  • Beth L. Fossen

    (Kelley School of Business, Indiana University, Bloomington, Indiana 47405)

  • David A. Schweidel

    (SGoizueta Business School, Emory University, Atlanta, Georgia 30322)

Abstract

In this research, we investigate the relationship between television advertising and online word-of-mouth (WOM) by examining the joint consumption of television programming and production of social media by television viewers, termed social TV. We explore how television advertising impacts the volume of online WOM about advertised brands and about the programs in which the advertisements air. We also examine what encourages or discourages viewers to engage in this particular social TV activity. Using data containing television advertising instances and the volume of minute-by-minute social media mentions, our analyses reveal that television advertising impacts the volume of online WOM for both the brand advertised and the program in which the advertisement airs. We additionally find that the programs that receive the most online WOM are not necessarily the best programs for advertisers interested in online engagement for their brands. Finally, our results highlight the brand, advertisement, and program characteristics that can encourage or discourage social TV activity. We discuss the implications of our findings for media planning strategies and advertisement design strategies.

Suggested Citation

  • Beth L. Fossen & David A. Schweidel, 2017. "Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity," Marketing Science, INFORMS, vol. 36(1), pages 105-123, January.
    • Handle: RePEc:inm:ormksc:v:36:y:2017:i:1:p:105-123
    DOI: 10.1287/mksc.2016.1002
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    2. Beth L. Fossen & Alexander Bleier, 2021. "Online program engagement and audience size during television ads," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 743-761, July.
    3. Beth L. Fossen & David A. Schweidel, 2019. "Social TV, Advertising, and Sales: Are Social Shows Good for Advertisers?," Marketing Science, INFORMS, vol. 38(2), pages 274-295, March.
    4. Brett R Gordon & Kinshuk Jerath & Zsolt Katona & Sridhar Narayanan & Jiwoong Shin & Kenneth C Wilbur, 2019. "Inefficiencies in Digital Advertising Markets," Papers 1912.09012, arXiv.org, revised Feb 2020.
    5. Ali Goli & Simha Mummalaneni & Pradeep K. Chintagunta & Sanjay K. Dhar, 2022. "Show and Sell: Studying the Effects of Branded Cigarette Product Placement in TV Shows on Cigarette Sales," Marketing Science, INFORMS, vol. 41(6), pages 1163-1180, November.
    6. Beth L. Fossen & Girish Mallapragada & Anwesha De, 2021. "Impact of Political Television Advertisements on Viewers’ Response to Subsequent Advertisements," Marketing Science, INFORMS, vol. 40(2), pages 305-324, March.
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