Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity
Published Online:29 Sep 2016https://doi.org/10.1287/mksc.2016.1002
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Volume 36, Issue 1
January-February 2017
Pages 1-159
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- Received:March 05, 2015
- Accepted:May 22, 2016
- Published Online:September 29, 2016
Copyright © 2017, INFORMS
Cite as
Beth L. Fossen, David A. Schweidel (2016) Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity. Marketing Science 36(1):105-123.
https://doi.org/10.1287/mksc.2016.1002
Keywords
