Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.
Please use this search form to:
- First or Secondary Author: Click on "person," click on your name, and "search." Then use the bottom scroll bar to slide to the right until you see the search button. Scroll down this screen to see the result of the search!
- Search by Date/Time
- Search by Keywords
- Search by Submission Type (Full Paper or Special Topics)
To see the full agenda, leave all drop-downs blank, and simply click on "Search." Please note that there are some options you may select once you have searched. (Please do not be confused about something that looks like "1.1 Digital Advertising" as this is simply a title of a group of sessions.
Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.
3.2d The Role of Ad Likeability in the Relationship Between Ad Factors and Consumer Engagement on Twitter
Abstract
Using natural reactions to Super Bowl ads (2015-2018) on Twitter, this study examines the role of ad likeability in the relationship between ad factors (length, frequency and clutter) and sentiment of consumer engagement (overall, positive and negative). The findings indicate that ad likeability mediates the impact of ad length on overall consumer engagement as well as positive sentiment consumer engagement. Ad likeability moderates ad frequency, influencing consumer engagements in all three tested sentiment modes. This study explains the findings using the hierarchical model of consumer response (think-feel-do). Implications and limitations are also discussed.
First & Corresponding Author
Gawon Kim, Louisiana State University
Authors in the order to be printed.
Gawon Kim, Louisiana State University; Yongick Jeong, Louisiana State University; Ian Skupski, Louisiana State University