Mood Congruence or Mood Consistency? Examining Aggregated Twitter Sentiment Towards Ads in 2016 Super Bowl
While the popularity of Social TV has recently attracted significant research efforts from various research communities, little is known about how viewers' Twitter sentiment toward TV advertising is affected by the viewers' mood state affected by the TV program. In this paper, we take a large set of tweets posted during the Super Bowl 2016 to investigate the effect of audience's mood induced by the game on their reactions the Super Bowl commercials. Our results find the support for the mood congruence theory, suggesting that game-induced mood has a positive and significant effect on the viewers' Twitter sentiment towards the commercials. We also discuss both theoretical and practical implications for our study.