Abstract

https://ssrn.com/abstract=2461370
 


 



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


Shiyang Gong


University of International Business and Economics (UIBE) - Business School

Juanjuan Zhang


Massachusetts Institute of Technology (MIT) - Sloan School of Management

Ping Zhao


Tsinghua University - School of Economics & Management

Xuping Jiang


Tsinghua University - School of Economics & Management

January 22, 2017

Journal of Marketing Research, Forthcoming

Abstract:     
Many businesses today adopt 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 website in China. The authors collaborate with a major global media company and examine how the viewing of its TV shows is affected by (1) the media company’s tweets about its shows, and (2) recruited Weibo influentials’ retweets of the company tweets. The authors find that both company tweets and influential retweets increase show viewing, but in different ways. Company tweets directly boost viewing, whereas influential retweets increase viewing if the show tweet is informative. Meanwhile, influential retweets are more effective than company tweets in bringing new Weibo followers to the company, which indirectly increases viewing. The authors discuss recommendations on how to manage tweeting as a marketing tool.

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

JEL Classification: M31, C93


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Date posted: July 4, 2014 ; Last revised: January 25, 2017

Suggested Citation

Gong, Shiyang and Zhang, Juanjuan and Zhao, Ping and Jiang, Xuping, Tweeting as a Marketing Tool – Field Experiment in the TV Industry (January 22, 2017). Journal of Marketing Research, Forthcoming. Available at SSRN: https://ssrn.com/abstract=2461370 or http://dx.doi.org/10.2139/ssrn.2461370

Contact Information

Shiyang Gong
University of International Business and Economics (UIBE) - Business School ( email )
Huixindongjie No.10
Ningyuan 522
Beijing, 100029
China
Juanjuan Zhang (Contact Author)
Massachusetts Institute of Technology (MIT) - Sloan School of Management ( email )
Cambridge, MA 02142
United States
HOME PAGE: http://jjzhang.scripts.mit.edu
Ping Zhao
Tsinghua University - School of Economics & Management ( email )
Beijing, 100084
China
Xuping Jiang
Tsinghua University - School of Economics & Management ( email )
Beijing, 100084
China
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