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

• Tingting Nian

  Corresponding Author

  Tingting Nian

  [email protected]

  https://orcid.org/0000-0003-3398-5064

  Paul Merage School of Business, University of California, Irvine, Irvine, California 92697;

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  ,
• Yuheng Hu

  Yuheng Hu

  [email protected]

  https://orcid.org/0000-0003-3665-1238

  College of Business Administration, University of Illinois at Chicago, Chicago, Illinois 60607;

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  ,
• Cheng Chen

  Cheng Chen

  [email protected]

  https://orcid.org/0000-0002-2884-4171

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

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