Abstract

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.

摘要

本研究旨在检查消费者参与超级碗广告推文对他们与广告商官方 Twitter 帐户的参与的影响。使用 Python，从比赛前两天到比赛后 10 天，每天从超级碗广告商的官方 Twitter 帐户中收集观众参与度数据；这个过程导致了平衡面板数据集中的 27 个广告商的 351 个案例。总体而言，面板回归分析采用可行的广义最小二乘法 (FGLS) 程序和面板校正标准误差 (PCSE) 估计的结果支持预测参与度从超级碗广告推文转移到广告商官方 Twitter 帐户的假设。特别是，在三个参与度指标中，超级碗广告推文的转发和收藏数量显着增加了超级碗广告商官方推特账户上的粉丝和收藏数量。讨论了研究结果的理论和管理意义。