Discovering Twitter Metrics for Creative Super Bowl Campaigns

  • Chong Oh
  • Sheila Sasser
  • Chelsea Lockwood-White
  • Soliman Almahmoud
Part of the European Advertising Academy book series (EAA)


While Twitter’s use in IMC for branding, buzz marketing, and CRM is well documented, the interaction between Twitter and a brand’s television broadcast advertising is not apparent (Jansen, Zhang, Sobel, & Chowdhury, 2009). With measurement firms such as Nielsen now tracking data on the amount of Twitter buzz and usage for certain television programs, it is becoming necessary to actually quantify the impact of Twitter on brand advertising. Current research shows that increased Twitter activity with movie box office releases is quantifiably related to opening-weekend box office gross revenue, and the use of Twitter resulted in increased interaction (Oh, 2013). In addition, mass-scale brand sentiment via the Twitter platform has been correlated to a level of 86.7% with the stock prices of the corresponding brand (Bollen, Mao & Zeng, 2011).


Social Medium Ordinary Little Square Customer Relationship Management Sentiment Analysis Television Advertising 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Fachmedien Wiesbaden 2016

Authors and Affiliations

  • Chong Oh
    • 1
  • Sheila Sasser
    • 2
  • Chelsea Lockwood-White
    • 3
  • Soliman Almahmoud
    • 2
  1. 1.University of UtahSalt Lake CityUSA
  2. 2.Eastern Michigan UniversityYpsilantiUSA
  3. 3.Foresee ResearchAnn ArborUSA

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