Examining the Impact of Television-Program-Induced Emotions on Online Word-of-Mouth Toward Television Advertising

• 成果类型: Article
• 署名作者: Nian, Tingting; Hu, Yuheng; Chen, Cheng
• 署名单位: University of California System; University of California Irvine; University of Illinois System; University of Illinois Chicago; University of Illinois Chicago Hospital; University of Wisconsin System; University of Wisconsin Milwaukee
• 刊物名称: INFORMATION SYSTEMS RESEARCH
• ISSN/ISSBN: 1047-7047
• DOI: 10.1287/isre.2020.0985
• 发表日期: 2021
• 页码: 605-632
• 关键词: product reviews; Social media; arousal; context; sales; mood; valence; memory; satisfaction; enhancement

摘要

The proliferation of media platforms allows marketers to gauge con- sumers' opinions toward brands directly from online word of mouth (WOM). In this paper, we exploit a large-scale television program (the Super Bowl 2016) and exogenous game events that may cause a positive emotional context for fans of the winning team while creating a negative emotional context for fans of the losing team to investigate the impact of television-program-induced emotions on viewers' online WOM behavior toward ads that were aired during program breaks. The results obtained from a difference-in-differences analysis with coarsened exact matching generally support our hypotheses on the direct and congruence effects of television-program-induced emotions. Findings on the direct effect suggest that television-program-induced emotional shocks have a significant effect on the arousal and valence of viewers' online WOM toward ads. We additionally find that a match between television-program-induced emotional shocks and the emotional content of ads leads to a more significant increase in the arousal and more favorable valence of online WOM responses to ads. We discuss the implications of our findings for advertisement design and media planning strategies.