Does Offline TV Advertising Affect Online Chatter? Quasi-Experimental Analysis Using Synthetic Control
Published Online:13 Sep 2017https://doi.org/10.1287/mksc.2017.1040
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Volume 36, Issue 6
November-December 2017
Pages 813-1017, iii
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- Received:December 19, 2014
- Accepted:December 19, 2016
- Published Online:September 13, 2017
Copyright © 2017, INFORMS
Cite as
Seshadri Tirunillai, Gerard J. Tellis (2017) Does Offline TV Advertising Affect Online Chatter? Quasi-Experimental Analysis Using Synthetic Control. Marketing Science 36(6):862-878.
https://doi.org/10.1287/mksc.2017.1040
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