Take the pledge to vote

For a better tommorow#AajSawaroApnaKal
  • I agree to receive emails from News18

  • I promise to vote in this year's elections no matter what the odds are.
  • Please check above checkbox.

    SUBMIT

Thank you for
taking the pledge

But the job is not done yet!
Vote for the deserving candidate this year.

Check your mail to know more

Disclaimer:

Issued in public interest by HDFC Life. HDFC Life Insurance Company Limited (Formerly HDFC Standard Life Insurance Company Limited) (“HDFC Life”). CIN: L65110MH2000PLC128245, IRDAI Reg. No. 101 . The name/letters "HDFC" in the name/logo of the company belongs to Housing Development Finance Corporation Limited ("HDFC Limited") and is used by HDFC Life under an agreement entered into with HDFC Limited. ARN EU/04/19/13618
SPONSORED BY
Tech
»
1-min read

If You Like to Tweet While Watching TV, Chances Are You Will Shop More

A new study found that tweeting during TV pushes people for online shopping.

IANS

Updated:April 8, 2019, 9:37 AM IST
facebookTwittergoogleskypewhatsapp
If You Like to Tweet While Watching TV, Chances Are You Will Shop More
Image for representation
Loading...
While marketers have feared that social media distracts viewers from advertisements and minimises their impact, a new study found that tweeting during TV pushes people for online shopping. "Social shows" are more beneficial to advertisers because commercials that air in those programs generate more online shopping on the advertisers' websites.

"We find that advertisements that air in programmes with more social activity see increased ad responsiveness in terms of subsequent online shopping behaviour," said Beth L Fossen, Assistant Professor of marketing at Indiana University's Kelley School of Business. This result varies with the mood of the ad, with more affective ads -- in particular, funny and emotional ads -- seeing the largest increases in online shopping activity.

"Our results shed light on how advertisers can encourage online shopping activity on their websites in the age of multi-screen consumers," Fossen maintained. The researchers also observed that ad timing played a major role in affecting online shopping. Advertisements airing near a half-hour interval increased online purchases.

For the study, published in the INFORMS journal, Fossen and her co-author, David Schweidel of the Goizueta Business School at Emory University, examined the online shopping activity of one lakh active internet users.

They found that an increase in online chatting about a retailer boosts the advertiser's website traffic. "Online program engagement may encourage a loyal, committed viewing audience. And media multitasking may decrease the ability for the viewer to counterargue or resist persuasion attempts, increasing ad effectiveness," Fossen said.
Read full article
Loading...
Next Story
Next Story

Also Watch

facebookTwittergoogleskypewhatsapp
 
T&C Apply. ARN EU/04/19/13626
 

Live TV

Loading...
Countdown To Elections Results
  • 01 d
  • 12 h
  • 38 m
  • 09 s
To Assembly Elections 2018 Results