Resource title

The complementary roles of traditional and social media publicity in driving marketing performance (RV of 2009/52/MKT)

Resource image

image for OpenScout resource :: The complementary roles of traditional and social media publicity in driving marketing performance (RV of 2009/52/MKT)

Resource description

The media landscape has dramatically changed, with traditional media (e.g., newspapers, television) now supplemented by social media (e.g., blogs, online communities). This situation is not well understood with respect to the relative impacts of these media types on marketing performance (e.g., sales), and how they influence each other. These issues are examined using 14 months of daily count data for sales and media activity for a micro-lending website. Multivariate time series count data pose a number of statistical challenges, which are overcome using a copula-based multivariate autoregressive count model. The authors find that both traditional and social media affect sales directly and indirectly through effects on each other. While the unit sales impact for traditional media is larger than for social media, the greater frequency of social media activity results in it having a comparable effect to traditional media in the case of blogs, and a larger effect in the case of online communities. Overall, the results emphasize the critical role that interactive, conversational online social media plays in driving sales.

Resource author

Resource publisher

Resource publish date

Resource language

en

Resource content type

application/pdf

Resource resource URL

http://flora.insead.edu/fichiersti_wp/inseadwp2010/2010-97.pdf

Resource license

Copyright INSEAD. All rights reserved