How Digital Conversations Reinforce Super Bowl Advertising
研究2011和2012年美国超级碗期间，社交媒体对话与品牌电视广告的互动关系，发现赛前和比赛日的社交媒体对话能增强观众参与，而电视广告也显著放大了关于品牌的社交媒体讨论，两者相互促进。
The current study investigated the interactive relationship of social-media conversation and brand television advertising during the 2011 and 2012 U.S. National Football League Super Bowl championship games. The Super Bowl often is the most-watched yearly U.S. television broadcast. Results indicated that pre-game and game-day social-media conversations for advertised brands enhanced audience engagement. Television advertisements played a significant role in amplifying social-media conversations about the advertised brands. Overall, the study found evidence that the relationship between traditional television advertising and online social-media conversations was reciprocal, with both media platforms working in tandem to enhance brand engagement.