The positive effect of related tweeting during a live television show on advertising effectiveness

Claire M Segijn, T Araujo, H A M Voorveld, E G Smit

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

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

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