mksci·2022년 2월 9일·주제 밖
How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift
Matthew McGranaghan, Jūra Liaukonytė, Kenneth C. Wilbur
Marketing Science
32
피인용
10.3
FWCI
7
IS/마케팅/OM 탑저널 피인용
53
IS/마케팅/OM 탑저널 참고문헌
- 주제온라인 광고 효과 · 온라인시장
- 방법
- 현상
01Abstract
This paper uses data from a new technology that passively and continuously measures TV viewer presence and attention, enabling the first distinction between true ad exposures from ads that air to empty rooms.
02연구 흐름
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03비슷한 논문
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04이후 연구
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05선행 연구
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06서지 정보
- 저널Marketing Science · 41(5) · 873–895
- 토픽Digital Marketing and Social Media · Sociology and Political Science
- DOI10.1287/mksc.2021.1344
- 저자Matthew McGranaghan, Jūra Liaukonytė, Kenneth C. Wilbur