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The relationship between consumer engagements with Super Bowl ad tweets and the advertisers’ official Twitter accounts: a panel data analysis of 2019 Super Bowl advertisers

2020; Taylor & Francis; Volume: 40; Issue: 6 Linguagem: Inglês

10.1080/02650487.2020.1819006

1759-3948

Yeayoung Noh, Hyuksoo Kim, Kihan Kim, Yunjae Cheong,

Consumer Behavior in Brand Consumption and Identification

This study aims to examine the influence of consumer engagement with Super Bowl ad tweets, on their engagement with the advertiser's official Twitter account. Using Python, audience engagement data were collected from the Super Bowl advertisers' official Twitter accounts on a daily basis from two days before the game until 10 days after the game; this procedure resulted in 351 cases for 27 advertisers in a balanced panel dataset. Overall, the results of panel regression analyses employing a feasible generalized least squares (FGLS) procedure and panel-corrected standard error (PCSE) estimates support the hypothesis predicting transference of engagement from Super Bowl ads tweets to the advertisers' official Twitter accounts. In particular, of the three engagement metrics, the number of retweets of and favorites on the Super Bowl ad tweets significantly increased the numbers of followers and favorites on the official Twitter accounts of the Super Bowl advertisers. The theoretical and managerial implications of the findings are discussed.