The Effect of the Content of Offline Advertising on Online Sentiment

User generated content (UGC) is an important diagnostic of consumer response. This study analyzes the impact of offline television advertising on UGC using a dynamic difference in difference approach, using five metrics of chatter before and during a brand advertising campaign. Results indicate chatter volume of the target firm to be the most important metric influenced by advertising; the volume increases by about 27% relative to a control firms that did not undertake any major brand campaign during this period. Advertising is also found to increase the virality and polarity of chatter and with a quick wearin (immediate effect of five days for polarity) and a slow wearout (highest persistence of 45 days for virality). Spillover effects across firms in the market resulting in the increased chatter of the competitors due to advertising are also observed.