Working Papers

Measuring the Impact of Product Placement with Brand-related Social Media Conversations and Website Traffic

Beth L. Fossen and David A. Schweidel

Oct 16, 2018

Investigates the relationship between product placement in television programs and the volume of social media activity and website traffic for the featured brand. Uses data on nearly 3,000 product placements for 99 brands from the fall 2015 television season.

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