Marketing Science 2019

Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic

Beth L. Fossen^1,2; David A. Schweidel¹

¹ Emory University · ² Indiana University Bloomington

Abstract

We investigate the relationship between product placement in television programs and the volume of social media activity and website traffic for the featured brand.

DOI

10.1287/mksc.2018.1147

Sources

openalex

Cite

APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓