Consumers’ engagement with TV events: The iterative relationship between viewing ratings and engagement behaviors on Twitter

Claire M Segijn, Ewa Maslowska, T Araujo, V Viswanathan

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Original languageEnglish (US)
Title of host publication The proceedings of the 2018 conference of the American Academy of Advertising
EditorsH Gangadharbatla
StatePublished - Mar 2018

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