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Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity

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  • Beth L. Fossen

    (Kelley School of Business, Indiana University, Bloomington, Indiana 47405)

  • David A. Schweidel

    (SGoizueta Business School, Emory University, Atlanta, Georgia 30322)

Abstract

In this research, we investigate the relationship between television advertising and online word-of-mouth (WOM) by examining the joint consumption of television programming and production of social media by television viewers, termed social TV. We explore how television advertising impacts the volume of online WOM about advertised brands and about the programs in which the advertisements air. We also examine what encourages or discourages viewers to engage in this particular social TV activity. Using data containing television advertising instances and the volume of minute-by-minute social media mentions, our analyses reveal that television advertising impacts the volume of online WOM for both the brand advertised and the program in which the advertisement airs. We additionally find that the programs that receive the most online WOM are not necessarily the best programs for advertisers interested in online engagement for their brands. Finally, our results highlight the brand, advertisement, and program characteristics that can encourage or discourage social TV activity. We discuss the implications of our findings for media planning strategies and advertisement design strategies.

Suggested Citation

  • Beth L. Fossen & David A. Schweidel, 2017. "Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity," Marketing Science, INFORMS, vol. 36(1), pages 105-123, January.
    • Handle: RePEc:inm:ormksc:v:36:y:2017:i:1:p:105-123
    DOI: 10.1287/mksc.2016.1002
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    4. Zhen, Xueping & (George) Cai, Gangshu & Song, Reo & Jang, Sungha, 2019. "The effects of herding and word of mouth in a two-period advertising signaling model," European Journal of Operational Research, Elsevier, vol. 275(1), pages 361-373.
    5. Idris Bhuiya Akil & Nguyen Thi Hong, 2021. "Understanding Motivations Underlying Consumers' Social Media Usage: Implications for Digital Marketing Executives," International Journal of Science and Business, IJSAB International, vol. 5(4), pages 20-29.
    6. Beth L. Fossen & David A. Schweidel, 2019. "Measuring the Impact of Product Placement with Brand-Related Social Media Conversations and Website Traffic," Marketing Science, INFORMS, vol. 38(3), pages 481-499, May.
    7. Beth L. Fossen & Alexander Bleier, 2021. "Online program engagement and audience size during television ads," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 743-761, July.
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    10. Jia Liu & Olivier Toubia & Shawndra Hill, 2021. "Content-Based Model of Web Search Behavior: An Application to TV Show Search," Management Science, INFORMS, vol. 67(10), pages 6378-6398, October.
    11. Beth L. Fossen & Girish Mallapragada & Anwesha De, 2021. "Impact of Political Television Advertisements on Viewers’ Response to Subsequent Advertisements," Marketing Science, INFORMS, vol. 40(2), pages 305-324, March.
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    13. Bitty Balducci & Detelina Marinova, 2018. "Unstructured data in marketing," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 557-590, July.
    14. Wei, Xiahai & Li, Jianan & Liu, Hongyou & Wan, Jiangtao, 2023. "Temperature and outdoor productivity: Evidence from professional soccer players," Journal of Asian Economics, Elsevier, vol. 87(C).
    15. Lesscher, Lisan & Lobschat, Lara & Verhoef, Peter C., 2021. "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, Elsevier, vol. 38(3), pages 678-697.
    16. Alagöz, Nazli, 2024. "Promotion and technological change in the music industry," Other publications TiSEM 511ceba0-62a0-4c60-a76c-f, Tilburg University, School of Economics and Management.
    17. Bharadwaj, Neeraj & Ballings, Michel & Naik, Prasad A., 2020. "Cross-Media Consumption: Insights from Super Bowl Advertising," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 17-31.

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