Advertisers often debate whether or not to air their Super Bowl ads early on social media. This study’s moment-by-moment analysis of consumers’ emotions while they viewed the ads—and their related pre-Game social-media behavior—shows that the benefits extend not just in-game, but afterward with more favorable attitudes and purchase intentions.
The research also explores the benefits and drivers of watching, liking and sharing ads on social media, and provides creative strategies for getting users to engage in those specific behaviors.
Jennifer Lee Burton (firstname.lastname@example.org) is assistant professor of marketing at The University of Tampa. Her research focuses on the topics of persuasion, marketing communications and social media.
Kristen M. Mueller (email@example.com) is the owner of the Accent Your Style Boutique inside Jensen Home Furnishings, located in central Illinois. Mueller worked on the research for this paper as an undergraduate student at Bradley University.
Jan Gollins was the principal and founder of the Delta Modelling Group, and an adjunct professor at DePaul University, University of Chicago and Loyola University, before his death in November 2017.
Danielle M. Walls (Danielle@bdjsolutions.com) is cofounder and research director of BDJ Solutions, a custom market-research company founded in 2010.