Television Advertising and Online Shopping

Jura Liaukonyte
Jura Liaukonyte
[email protected]
Dyson School of Applied Economics and Management, Cornell University, Ithaca, New York 14850
Search for more papers by this author
,
Thales Teixeira
Thales Teixeira
[email protected]
Harvard Business School, Boston, Massachusetts 02163
Search for more papers by this author
,
Kenneth C. Wilbur
Kenneth C. Wilbur
[email protected]
Rady School of Management, University of California, San Diego, San Diego, California 92093
Search for more papers by this author

Jura Liaukonyte

[email protected]

Dyson School of Applied Economics and Management, Cornell University, Ithaca, New York 14850

Search for more papers by this author

Thales Teixeira

[email protected]

Harvard Business School, Boston, Massachusetts 02163

Search for more papers by this author

Kenneth C. Wilbur

[email protected]

Rady School of Management, University of California, San Diego, San Diego, California 92093

Search for more papers by this author

Published Online:19 Feb 2015https://doi.org/10.1287/mksc.2014.0899

Supplemental Material

mksc.2014.0899-sm-onlineappendix.pdf

The replication files for this article are available HERE.

Cited by
- What leads to consumer engagement towards short-form videos on Douyin? The moderating role of brand type
  17 May 2026 | International Journal of Advertising, Vol. 71
- The Impact of Ad Length on Ad Effectiveness: Do Micro Ads Work?
  4 November 2025 | Journal of Marketing, Vol. 90, No. 3
- The impact of TV advertising on website traffic
  19 February 2024 | Applied Stochastic Models in Business and Industry, Vol. 42, No. 3
- Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy
  Tsung-Yiou Hsieh,
  Rex Yuxing Du,
  Shijie Lu
  11 March 2026 | Marketing Science, Vol. 45, No. 3
- Dynamic Effects of TV Ad Suspension on Keyword Search: Evidence from the U.S. Telecom Industry
  1 August 2025 | Journal of Marketing, Vol. 90, No. 2
- Nature contact increases reliance on feelings in decision-making
  Journal of Environmental Psychology, Vol. 108
- Bad-Drug Ads or Killer Ads: The Effects of Drug Injury Advertising on Public Health
  Sylvia Hristakeva
  28 October 2025 | Management Science, Vol. 0, No. 0
- Long Lags and Large Returns: Experimental Evidence from Advertising to Businesses
  Michael Thomas,
  Marcel Goic,
  Kirthi Kalyanam
  12 February 2025 | Management Science, Vol. 71, No. 10
- The Promotional Effects of Live Streams by Twitch Influencers
  Yufeng Huang,
  Ilya Morozov
  20 February 2025 | Marketing Science, Vol. 44, No. 4
- Seeing is wanting: how do tourism TV programmes affect online content generation and travel product demand on the featured destinations?
  15 May 2025 | Current Issues in Tourism
- The effect of second screening on repeat viewing: Insights from large-scale mobile diary data
  30 September 2024 | Journal of the Academy of Marketing Science, Vol. 53, No. 3
- A robust optimization approach to budget optimization in online marketing campaigns
  19 April 2025 | Central European Journal of Operations Research, Vol. 90
- Real-time marketing messages and consumer engagement in social media
  Journal of Business Research, Vol. 191
- The Short-Term Effect of TV Advertisements on Digital Traffic
  30 January 2025 | Erciyes İletişim Dergisi, Vol. 12, No. 1
- Kommunikationskanäle
  27 January 2025
- Werbung: Persuasion unter erschwerten Bedingungen
  13 February 2025
- Do mergers and acquisitions disrupt marketing capabilities?
  27 July 2022 | BRQ Business Research Quarterly, Vol. 28, No. 1
- Digital screens in community pharmacy for public health messaging; a mixed-methods study
  25 July 2024 | International Journal of Pharmacy Practice, Vol. 32, No. 5
- Where Does Advertising Content Lead You? We Created a Bookstore to Find Out
  Ilya Morozov,
  Anna Tuchman
  26 April 2024 | Marketing Science, Vol. 43, No. 5
- A stackelberg differential game theoretic approach for analyzing coordination strategies in a supply chain with retailer’s premium store brand
  26 May 2023 | Annals of Operations Research, Vol. 336, No. 3
- Adbusting: How advertising altered by activists affects brands
  18 January 2024 | Psychology & Marketing, Vol. 41, No. 4
- Fly or fall with the wings of live streamers? Quality signaling and platform governance in live streaming commerce
  9 January 2024 | Managerial and Decision Economics, Vol. 45, No. 3
- TV Advertising and Online Sales: A Case Study of Intertemporal Substitution Effects for an Online Travel Platform
  1 August 2023 | Journal of Marketing Research, Vol. 61, No. 2
- A Comprehensive Framework for Measuring the Immediate Impact of TV Advertisements: TV-Impact
  25 January 2024 | Entropy, Vol. 26, No. 2
- Frontiers: A Simple Forward Difference-in-Differences Method
  Kathleen T. Li
  20 December 2023 | Marketing Science, Vol. 43, No. 2
- Bad-drug Ads or Killer Ads: The Effects of Drug Injury Advertising on Viewers’ Health Outcomes
  1 January 2024 | SSRN Electronic Journal, Vol. 14
- The Effects of TV Advertising and Ad Content on Consumer Financial Decisions: Evidence from Mortgage Refinancing
  1 January 2024 | SSRN Electronic Journal, Vol. 13
- Social media engagement and impacts on post-COVID-19 travel intention for adventure tourism in New Zealand
  Journal of Outdoor Recreation and Tourism, Vol. 44
- Omni-channel marketing strategy in the digital platform era
  Journal of Business Research, Vol. 168
- Advertising as a Reminder: Evidence from the Dutch State Lottery
  Chen He,
  Tobias J. Klein
  14 November 2022 | Marketing Science, Vol. 42, No. 5
- Estimating Marketing Component Effects: Double Machine Learning from Targeted Digital Promotions
  Paul B. Ellickson,
  Wreetabrata Kar,
  James C. Reeder
  30 September 2022 | Marketing Science, Vol. 42, No. 4
- Statistical Inference for the Factor Model Approach to Estimate Causal Effects in Quasi-Experimental Settings
  16 February 2023 | Journal of Marketing Research, Vol. 60, No. 3
- When does media multitasking induce store visit and conversion? The influence of motivational factors
  Electronic Commerce Research and Applications, Vol. 59
- Online consumer shopping behaviour: A review and research agenda
  7 February 2023 | International Journal of Consumer Studies, Vol. 47, No. 3
- Consistency and commonality in advertising content: Helping or Hurting?
  International Journal of Research in Marketing, Vol. 40, No. 1
- The Effect of Content on Zapping in TV Advertising
  15 September 2022 | Journal of Marketing, Vol. 87, No. 2
- Know Your Firm: Managing Social Media Engagement to Improve Firm Sales Performance
  1 March 2023 | MIS Quarterly, Vol. 47, No. 1
- Media multitasking, advertising appeal, and gender effects
  10 March 2022 | Review of Managerial Science, Vol. 17, No. 2
- The Impact of Advertising Creative Strategy on Advertising Elasticity
  24 April 2022 | Journal of Marketing, Vol. 87, No. 1
- Show and Sell: Studying the Effects of Branded Cigarette Product Placement in TV Shows on Cigarette Sales
  Ali Goli,
  Simha Mummalaneni,
  Pradeep K. Chintagunta,
  Sanjay K. Dhar
  26 April 2022 | Marketing Science, Vol. 41, No. 6
- Second Screening—The Influence of Concurrent TV Consumption on Online Shopping Behavior
  Oliver Hinz,
  Shawndra Hill,
  Amit Sharma
  3 February 2022 | Information Systems Research, Vol. 33, No. 3
- How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift
  Matthew McGranaghan,
  Jura Liaukonyte,
  Kenneth C. Wilbur
  9 February 2022 | Marketing Science, Vol. 41, No. 5
- Effects of Super Bowl advertising on online brand search: ten years of insights from 2011 to 2020
  28 April 2022 | International Journal of Sports Marketing and Sponsorship, Vol. 23, No. 4
- New hybrid organizations creating bridges through innovative educational solutions: The case of Hilversum Media Campus, the Netherlands
  2 June 2022 | Industry and Higher Education, Vol. 36, No. 4
- Externalities across advertising markets
  1 August 2022 | Journal of Media Economics, Vol. 34, No. 3
- Predicting crowdfunding success with visuals and speech in video ads and text ads
  31 May 2022 | European Journal of Marketing, Vol. 56, No. 6
- Predicting Stages in Omnichannel Path to Purchase: A Deep Learning Model
  Chenshuo Sun,
  Panagiotis Adamopoulos,
  Anindya Ghose,
  Xueming Luo
  24 November 2021 | Information Systems Research, Vol. 33, No. 2
- Does multitasking change how we think? The impact of specialized depletion from concurrent task performance on subsequent behavior
  16 February 2022 | Psychology & Marketing, Vol. 39, No. 6
- Audio and Visual Analytics in Marketing and Artificial Empathy
  21 April 2022 | Foundations and Trends® in Marketing, Vol. 16, No. 4
- Background Noise? TV Advertising Affects Real-Time Investor Behavior
  Jūra Liaukonytė,
  Alminas Žaldokas
  10 August 2021 | Management Science, Vol. 68, No. 4
- Gen Z and TV: An Analysis of Traditional Advertising Medium and Perception
  12 March 2022 | Millennium Journal of Humanities and Social Sciences
- Gen Z and TV: An Analysis of Traditional Advertising Medium and Perception
  12 March 2022 | Millennium Journal of Humanities and Social Sciences
- The role of slant and message consistency in political advertising effectiveness: evidence from the 2016 presidential election
  28 January 2022 | Quantitative Marketing and Economics, Vol. 20, No. 1
- GIST do it! How motivational mechanisms help wearable users develop healthy habits
  Computers in Human Behavior, Vol. 128
- The omnichannel continuum: Integrating online and offline channels along the customer journey
  Journal of Retailing, Vol. 98, No. 1
- Frontiers: The Impact of Ad-Blockers on Online Consumer Behavior
  Vilma Todri
  12 October 2021 | Marketing Science, Vol. 41, No. 1
- The Promotional Effects of Live Streams by Twitch Influencers
  1 January 2022 | SSRN Electronic Journal, Vol. 44
- Estimating Marketing Component Effects: Double Machine Learning from Targeted Digital Promotions
  SSRN Electronic Journal, Vol. 40
- Frame-based stochastic choice rule
  Journal of Mathematical Economics, Vol. 97
- Consumer Behavior in the Online Classroom: Using Video Analytics and Machine Learning to Understand the Consumption of Video Courseware
  15 November 2021 | Journal of Marketing Research, Vol. 58, No. 6
- Informational and Noninformational Advertising Content
  Yi-Lin Tsai,
  Elisabeth Honka
  28 September 2021 | Marketing Science, Vol. 40, No. 6
- Characterizing Social TV Activity Around Televised Events: A Joint Topic Model Approach
  Yuheng Hu
  9 February 2021 | INFORMS Journal on Computing, Vol. 33, No. 4
- Do offline and online go hand in hand? Cross-channel and synergy effects of direct mailing and display advertising
  International Journal of Research in Marketing, Vol. 38, No. 3
- Do viewers really talk about ads during commercial breaks? Findings from a South Korean social TV platform
  25 June 2021 | Asian Journal of Communication, Vol. 31, No. 4
- Online program engagement and audience size during television ads
  3 March 2021 | Journal of the Academy of Marketing Science, Vol. 49, No. 4
- Effects of TV airtime regulation on advertising quality and welfare
  Information Economics and Policy, Vol. 55
- The Impact of Informational and Emotional Television Ad Content on Online Search and Sales
  23 November 2020 | Journal of Marketing Research, Vol. 58, No. 2
- Impact of Political Television Advertisements on Viewers’ Response to Subsequent Advertisements
  Beth L. Fossen,
  Girish Mallapragada,
  Anwesha De
  27 October 2020 | Marketing Science, Vol. 40, No. 2
- Effect of Cultural Distinctiveness and Perception of Digital Advertising Appeals on Online Purchase Intention of Clothing Brands: Moderation of Gender Egalitarianism
  7 February 2021 | Information, Vol. 12, No. 2
- Agent Based Model of Cross Media Reach of Advertising
  27 April 2021
- Inefficiencies in Digital Advertising Markets
  22 April 2020 | Journal of Marketing, Vol. 85, No. 1
- Informational Challenges in Omnichannel Marketing: Remedies and Future Research
  4 November 2020 | Journal of Marketing, Vol. 85, No. 1
- Consumers' Path to Purchase Journeys: An Omnichannel Deep-Learning Model
  SSRN Electronic Journal, Vol. 347
- Show and Sell: Studying the Effects of Branded Cigarette Product Placement in TV Programs on Cigarette Sales
  SSRN Electronic Journal, Vol. 15
- The Impact of Temporally Turning off TV Ad on Search: A Generalized Synthetic Control Estimator under Interference
  SSRN Electronic Journal, Vol. 93
- Consumer Behavior in the Online Classroom: Using Video Analytics and Machine Learning to Understand the Consumption of Video Courseware
  SSRN Electronic Journal, Vol. 35
- The Influence of Facts Versus Puffery: Evidence from Airbnb Property Descriptions
  SSRN Electronic Journal, Vol. 22
- The influence of media multitasking on advertising effectiveness
  4 September 2019 | AMS Review, Vol. 10, No. 3-4
- The impact of online display advertising and paid search advertising relative to offline advertising on firm performance and firm value
  International Journal of Research in Marketing, Vol. 37, No. 4
- On the Unstructured Big Data Analytical Methods in Firms: Conceptual Model, Measurement, and Perception
  Big Data, Vol. 8, No. 6
- Using Clickstream Data to Improve Flash Sales Effectiveness
  1 November 2020 | Production and Operations Management, Vol. 29, No. 11
- Spillovers from Mass Advertising: An Identification Strategy
  Michael Thomas
  15 July 2020 | Marketing Science, Vol. 39, No. 4
- Cross-Media Consumption: Insights from Super Bowl Advertising
  15 February 2022 | Journal of Interactive Marketing, Vol. 50, No. 1
- Communicating Brands in Television Advertising
  13 February 2020 | Journal of Marketing Research, Vol. 57, No. 2
- An Empirical Analysis of Seller Advertising Strategies in an Online Marketplace
  Haoyan Sun,
  Ming Fan,
  Yong Tan
  30 March 2020 | Information Systems Research, Vol. 31, No. 1
- Penalized and Constrained Optimization: An Application to High-Dimensional Website Advertising
  19 June 2019 | Journal of the American Statistical Association, Vol. 115, No. 529
- Managing Online Content to Build a Follower Base: Model and Applications
  Felipe Caro,
  Victor Martínez-de-Albéniz
  27 January 2020 | INFORMS Journal on Optimization, Vol. 2, No. 1
- Vom kreativen Bauchgefühl zum „Ingenieurs-Marketing“
  30 September 2020
- Does TV Advertising Increase Online Sales: The Role of Inter-temporal Substitution
  SSRN Electronic Journal, Vol. 105
- How many times do customers need to be exposed to TV advertisements to take purchasing actions?
  International Journal of Japan Association for Management Systems, Vol. 11, No. 1
- TV Ad Events and Digital Search: On the Selection of Outcome Measures
- Advertising and brand attitudes: Evidence from 575 brands over five years
  20 September 2018 | Quantitative Marketing and Economics, Vol. 17, No. 3
- Immediate Responses of Online Brand Search and Price Search to TV Ads
  6 May 2019 | Journal of Marketing, Vol. 83, No. 4
- Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic
  Beth L. Fossen,
  David A. Schweidel
  15 May 2019 | Marketing Science, Vol. 38, No. 3
- Social TV, Advertising, and Sales: Are Social Shows Good for Advertisers?
  Beth L. Fossen,
  David A. Schweidel
  22 March 2019 | Marketing Science, Vol. 38, No. 2
- Direct-to-consumer advertising and online search
  Information Economics and Policy, Vol. 46
- A new mobile data driven message strategy called synced advertising: Conceptualization, implications, and future directions
  7 February 2019 | Annals of the International Communication Association, Vol. 43, No. 1
- Omnichannel Analytics
  16 October 2019
- Background Noise? TV Advertising Affects Real Time Investor Behavior
  SSRN Electronic Journal, Vol. 81
- Inefficiencies in Digital Advertising Markets
  SSRN Electronic Journal, Vol. 86
- Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook
  Dokyun Lee,
  Kartik Hosanagar,
  Harikesh S. Nair
  18 January 2018 | Management Science, Vol. 64, No. 11
- Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity
  International Journal of Research in Marketing, Vol. 35, No. 3
- Efficient Large-Scale Internet Media Selection Optimization for Online Display Advertising
  1 August 2018 | Journal of Marketing Research, Vol. 55, No. 4
- Unstructured data in marketing
  12 June 2018 | Journal of the Academy of Marketing Science, Vol. 46, No. 4
- Effects of offline ad content on online brand search: insights from super bowl advertising
  5 July 2017 | Journal of the Academy of Marketing Science, Vol. 46, No. 3
- The Effect of House Ads on Multichannel Sales
  31 January 2022 | Journal of Interactive Marketing, Vol. 42, No. 1
- The Influence of Context on Online Shopping Behavior: The Case of Concurrent TV Consumption
  SSRN Electronic Journal, Vol. 20
- Inference for Factor Model Based Average Treatment Effects
  SSRN Electronic Journal, Vol. 105
- Advertising as a Reminder: Evidence from the Dutch State Lottery
  SSRN Electronic Journal, Vol. 44
- Tweeting as a Marketing Tool: A Field Experiment in the TV Industry
  1 December 2017 | Journal of Marketing Research, Vol. 54, No. 6
- Does Offline TV Advertising Affect Online Chatter? Quasi-Experimental Analysis Using Synthetic Control
  Seshadri Tirunillai,
  Gerard J. Tellis
  13 September 2017 | Marketing Science, Vol. 36, No. 6
- Targeted Advertising and Cumulative Exposure Effects: The Impact of Banning Advertising to Children in Quebec
  1 February 2017 | Review of Industrial Organization, Vol. 51, No. 3
- Online Shopping and Social Media: Friends or Foes?
  1 November 2017 | Journal of Marketing, Vol. 81, No. 6
- Behavioral cues help predict impact of advertising on future sales
  Image and Vision Computing, Vol. 65
- The influence of media multitasking on the impulse to buy: A moderated mediation model
  Computers in Human Behavior, Vol. 70
- Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity
  Beth L. Fossen,
  David A. Schweidel
  29 September 2016 | Marketing Science, Vol. 36, No. 1
- Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook
  SSRN Electronic Journal, Vol. 34
- Social Media Engagement and Performance of E-Tailers: An Empirical Study
  SSRN Electronic Journal, Vol. 25
- Mass Advertising as a Natural Experiment
  SSRN Electronic Journal, Vol. 3
- Marketing Analytics for Data-Rich Environments
  1 November 2016 | Journal of Marketing, Vol. 80, No. 6
- A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry
  1 November 2016 | Journal of Marketing, Vol. 80, No. 6
- Mobile Advertising: A Framework and Research Agenda
  15 February 2022 | Journal of Interactive Marketing, Vol. 34, No. 1
- Advertising Content and Television Advertising Avoidance
  25 May 2016 | Journal of Media Economics, Vol. 29, No. 2
- Spatio-Temporal Wardrobe Generation of Actors’ Clothing in Video Content
  19 June 2016
- Sharing Behavior in Online Social Media: An Empirical Analysis with Deep Learning
  1 September 2016
- Does Offline TV Advertising Affect Online Chatter? Quasi-Experimental Analysis Using Synthetic Control
  SSRN Electronic Journal, Vol. 105
- Recent Developments in Mass Media
- The Economics of Internet Media
- Television Advertising Avoidance
  SSRN Electronic Journal, Vol. 72
- Taking Stock of the Digital Revolution: A Critical Analysis and Agenda for Digital, Social Media, and Mobile Marketing Research
  SSRN Electronic Journal, Vol. 48
- Is it What You Say or How You Say it? How Content Characteristics Affect Consumer Engagement with Brands on Facebook
  SSRN Electronic Journal, Vol. 51
- The Effect of Online Display on Multichannel Sales
  SSRN Electronic Journal, Vol. 6

Volume 34, Issue 3

May-June 2015

Pages 309-472

Article Information

Supplemental Material

Metrics

Information

Received:September 20, 2013
Accepted:October 30, 2014
Published Online:February 19, 2015

Cite as

Jura Liaukonyte, Thales Teixeira, Kenneth C. Wilbur (2015) Television Advertising and Online Shopping. Marketing Science 34(3):311-330.

https://doi.org/10.1287/mksc.2014.0899

Keywords

PDF download

Available Issues

Available Issues

Available Issues

Available Issues

Available Issues

Available Issues

Television Advertising and Online Shopping

Supplemental Material

Volume 34, Issue 3

Article Information

Supplemental Material

Metrics

Information

Cite as

Keywords

Sign Up for INFORMS Publications Updates and News