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The effects of traditional and social earned media on sales: A study of a microlending marketplace

Stephen, AT and Galak, J (2012) The effects of traditional and social earned media on sales: A study of a microlending marketplace. Journal of Marketing Research, 49 (5). 624 - 639. ISSN 0022-2437

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Abstract

Marketers distinguish three types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The effects of earned media, however, have received limited attention. The authors examine how two types of earned media, traditional (e.g., publicity and press mentions) and social (e.g., blog and online community posts), affect sales and activity in each other. They analyze 14 months of daily sales and media activity data from a microlending marketplace website using a multivariate autoregressive time-series model. They find that (1) both traditional and social earned media affect sales; (2) the per-event sales impact of traditional earned media activity is larger than for social earned media; (3) because of the greater frequency of social earned media activity, after adjusting for event frequency, social earned media's sales elasticity is significantly greater than traditional earned media's; and (4) social earned media appears to play an important role in driving traditional earned media activity. © 2012 American Marketing Association.


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Details

Item Type: Article
Status: Published
Creators/Authors:
CreatorsEmailPitt UsernameORCID
Stephen, ATastephen@pitt.eduASTEPHEN
Galak, J
Date: 1 October 2012
Date Type: Publication
Journal or Publication Title: Journal of Marketing Research
Volume: 49
Number: 5
Page Range: 624 - 639
DOI or Unique Handle: 10.1509/jmr.09.0401
Schools and Programs: Joseph M. Katz Graduate School of Business > Business Administration
Refereed: Yes
ISSN: 0022-2437
Date Deposited: 08 Apr 2013 20:53
Last Modified: 02 Feb 2019 15:55
URI: http://d-scholarship.pitt.edu/id/eprint/18079

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