Online program engagement and audience size during television ads
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DOI: 10.1007/s11747-021-00769-z
Abstract: This research explores how television viewers’ online program engagement (OPE)—engagement in social media conversations about television programs—relates to audience size during ads in those programs. We leverage a multisource dataset of 8417 ad instances, volume… read more here.
Keywords: ope; audience size; audience; television ... See more keywords