研究论文
How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift
Matthew McGranaghan, Jūra Liaukonytė, Kenneth C. Wilbur
University of Delaware Cornell University University of California San Diego
阅读操作
确认中在文库中上传 PDF 后可生成中文音频讲解。
摘要与影响
摘要 · 完整
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.
逐年被引趋势
1260
19
21
22
23
1224
25
26
关键指标
33
被引次数 · OpenAlex
9.92
领域内被引倍数
同类平均 = 1
同类平均 = 1
前 2%
引用位次
同领域 · 同年份 · 同类型
同领域 · 同年份 · 同类型
54
参考文献
Google Scholar 与 OpenAlex 的被引统计范围不同，数值存在差异属正常。
AI 辅助阅读
依据：摘要
论文问答
当前基于摘要回答
可就本文提问；依据不足时会说明。
学术脉络
学科主题
社会科学Digital Marketing and Social Media
Consumer Market Behavior and Pricing · Consumer Behavior in Brand Consumption and Identification
参考文献 54
A Simple Feasible Procedure to fit Models with High-dimensional Fixed Effects
被引 435Paulo Guimarães, Pedro Portugal · The Stata Journal Promoting communications on statistics and Stata · 2010
The Unfavorable Economics of Measuring the Returns to Advertising *
被引 306Randall Aaron Lewis, Justin M. Rao · The Quarterly Journal of Economics · 2015
Competitive Interference and Consumer Memory for Advertising
被引 444Raymond R. Burke, Thomas K. Srull · Journal of Consumer Research · 1988
此处列出前 3 条
引用本文 33
The impact of content characteristics of Short-Form video ads on consumer purchase Behavior: Evidence from TikTok
被引 75Lu Meng, Sining Kou, Shen Duan · Journal of Business Research · 2024
The Effect of Content on Zapping in TV Advertising
被引 30Maren Becker, Thomas P. Scholdra, Manuel Berkmann · Journal of Marketing · 2022
Suspense and Surprise in Media Product Design: Evidence from Twitch
被引 24Andrey Simonov, Raluca Mihaela Ursu, Carolina Zheng · Journal of Marketing Research · 2022
按被引量排序，此处列出前 3 条