Tweeting as a Marketing Tool: A Field Experiment in the TV Industry
© 2017, American Marketing Association. Many businesses today have adopted tweeting as a new form of product marketing. However, whether and how tweeting affects product demand remains inconclusive. The authors explore this question using a randomized field experiment on Sina Weibo, the top tweeting...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Article |
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SAGE Publications
2019
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| Online Access: | http://hdl.handle.net/1721.1/120756 https://orcid.org/0000-0002-1635-3797 |