Does live tweeting while watching TV distract from the ads?
Wednesday, April 3, 2019 - 04:00
in Psychology & Sociology
Researchers from the Kelley School of Business at Indiana University and at Goizueta Business School at Emory University published new research in the INFORMS journal Marketing Science which reveals that advertisers can see a boost in online shopping when television viewers multitask and engage in social media activity while watching certain programs.