Identifying potential adverse effects using the web: A new approach to medical hypothesis generation
Journal of Biomedical Informatics
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We link the content of real-time social media response to characteristics of the Super Bowl 2012 TV advertisements, including their advertisers' social media strategies and the categories of the products being advertised. We analyze millions of social media posts about approximately forty-five advertisements during the 2012 Super Bowl. While there are many studies that focus on the popularity of and sentiment of response to Super Bowl ads, we believe ours is the first to go deeper and analyze the textual "content" to understand better the factors contributing to specific types of social media responses among a number of TV advertising dimensions. In this study, we show that the level of online consumer engagement, measured by attracting new followers on Twitter during the Superbowl, can be linked to whether the brand that advertised had a social media strategy or not. In addition, we show that sentiment response, a measure often use to quantify the effectiveness of TV ads, varies by demographic category.