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Emotion in a 360-Degree vs. Traditional Format Through EDA, EEG and Facial Expressions Read chapter Read first chapter

2018 | OriginalPaper | Chapter

Now and Wow! How Temporal Characteristics Affect the Word of Mouth of Topical Advertising

Authors : Komala Mazerant, Lotte M. Willemsen

Published in: Advances in Advertising Research IX

Publisher: Springer Fachmedien Wiesbaden

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During the 47th edition of the Super Bowl, the biggest American Football game of the year was put to halt for more than thirty minutes due to a power outage that left the Superdome in darkness. While more than 100 million television viewers waited for the power to return (Nielsen, 2013). Oreo only needed a split second to create a brand message and post it on Twitter: “Power out? No problem”.

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previous chapter Increasing Brand Experiences and Word of Mouth in Experiential Retailing - A Cross-Cultural Perspective
next chapter When Do We Trust Online Reviews by Similar vs. Dissimilar Users? An Application of Construal Level Theory
Metadata
Title
Now and Wow! How Temporal Characteristics Affect the Word of Mouth of Topical Advertising
Authors
Komala Mazerant
Lotte M. Willemsen
Copyright Year
2018
Book
Advances in Advertising Research IX

Print ISBN: 978-3-658-22680-0

Electronic ISBN: 978-3-658-22681-7

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-658-22681-7_20