Shiyang Gong

Beijing Normal University (BNU)

Associate Professor

19 Xinjiekou Outer St

Haidian District

Beijing, Guangdong 100875

China

  • Beijing Normal University (BNU)

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Tweeting as a Marketing Tool – Field Experiment in the TV Industry

Journal of Marketing Research, Forthcoming
Posted: 04 Jul 2014 Last Revised: 25 Jan 2017
Shiyang Gong, Juanjuan Zhang, Ping Zhao and Xuping Jiang
Beijing Normal University (BNU), Massachusetts Institute of Technology (MIT) - Sloan School of Management, Tsinghua University - School of Economics & Management and Tsinghua University - School of Economics & Management

Abstract:

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tweet; microblog; Weibo; Twitter; social media marketing; social media ROI; field experiment; television