Portal de Periódicos da CAPES

The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace

2012; SAGE Publishing; Volume: 49; Issue: 5 Linguagem: Inglês

10.1509/jmr.09.0401

1547-7193

Andrew T. Stephen, Jeff Galak,

Consumer Behavior in Brand Consumption and Identification

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.