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Tweeting as a Marketing Tool: A Field Experiment in the TV Industry
16 references·4 citing·46 second hop
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References

  • 1991Some Tests of Specification for Panel Data: Monte Carlo Evidence and an Application to Employment Equations33,089 cited
  • 1981Biases in Dynamic Models with Fixed Effects8,724 cited
  • 2000Multivariate Data Analysis3,570 cited
  • 1986Price and Advertising Signals of Product Quality2,284 cited
  • 2015From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior1,006 cited
  • 1999Distribution-free estimation of some nonlinear panel data models863 cited
  • 2009Firm-Created Word-of-Mouth Communication: Evidence from a Field Test836 cited
  • 2011Creating Social Contagion Through Viral Product Design: A Randomized Trial of Peer Influence in Networks776 cited
  • 2009The Role of Hubs in the Adoption Process695 cited
  • 2011Seeding Strategies for Viral Marketing: An Empirical Comparison673 cited
  • 2011The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace601 cited
  • 2013When Does Retargeting Work? Information Specificity in Online Advertising510 cited
  • 2013Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter?479 cited
  • 2006The Effect of Banner Advertising on Internet Purchasing456 cited
  • 2013

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Whose and what chatter matters? The effect of tweets on movie sales
367 cited
  • 2015Mobile Ad Effectiveness: Hyper-Contextual Targeting with Crowdedness361 cited
  • Cited by

    • 2019A Framework for Digital Marketing Research: Investigating the Four Cultural Eras of Digital Marketing130 cited
    • 2022Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus130 cited
    • 2020Improvised Marketing Interventions in Social Media125 cited
    • 2021From Mix-and-Match to Head-to-Toe: How Brand Combinations Affect Observer Trust15 cited