AAA Annual Conference 2019

Gawon Kim, Louisiana State University
Yongick Jeong, Louisiana State University
Ian Skupski, Louisiana State University

Using natural reactions to Super Bowl ads (2015-2018) on Twitter, this study examines the role of ad likeability in the relationship between ad factors (length, frequency and clutter) and sentiment of consumer engagement (overall, positive and negative). The findings indicate that ad likeability mediates the impact of ad length on overall consumer engagement as well as positive sentiment consumer engagement. Ad likeability moderates ad frequency, influencing consumer engagements in all three tested sentiment modes. This study explains the findings using the hierarchical model of consumer response (think-feel-do). Implications and limitations are also discussed.