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| Author: | Russell, C. A. Puto, C. P. |
| Title: | Rethinking television audience measures: An exploration into the construct of audience connectedness |
| Journal: | Marketing Letters
1999 : NOV, VOL. 10:4, p. 393-407 |
| Index terms: | Consumption Products Measurement Methodology |
| Freeterms: | Television audience |
| Language: | eng |
| Abstract: | In this paper, it is qualitatively investigated audiences' relationships with television programs. Highly connected audiences are found to be more susceptible to the consumption images presented in TV programs. Implications for audience measurement methods and marketing efforts are discussed. |
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