Improving consumer mindset metrics and shareholder value through social media : the different roles of owned and earned media /
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Improving consumer mindset metrics and shareholder value through social media : the different roles of owned and earned media / Anatoli Colicev, Ashwin Malshe, Koen Pauwels & Peter O'Connor. - marketing - finance interface ; owned socail media ; earned socail media ; consumer decision journey ; shareholder value - English : , - Although research has examined the social media - shareholder value link, the role of consumer mindset metrics in this relationship remains unexplored. To this end, drawing on the elaboration likelihood model and accessibility/ diagnosticity perspective, the authors hypothesize varying effects and earned social media (OSM and ESM) on brand awareness purchase intent, and customer satisfaction and link these consumer mindset metrics to shareholder value (abnormal returns and idiosyncratic risk). Analyzing daily data of 45 brands in 21 sectors using vector autoregression models, they find that the brand fan following improves all three mindset metrics. ESM engagement volume affects brand awareness and purchase intent but not customer satisfaction, while ESM positive and negative valence have the largest effects on customer satisfaction. OSM increases brand awareness and customer satisfaction but not purchase intent, highlighting a nonlinear effect of OSM. Interestingly, OSM is more likely to increase purchase intent for high involvement utilitarian brands with higher reputation inplying that running a socially responsible business lends more credibility to OSM. Finally, purchase intent and customer satisfaction positively affect shareholder value.
Improving consumer mindset metrics and shareholder value through social media : the different roles of owned and earned media / Anatoli Colicev, Ashwin Malshe, Koen Pauwels & Peter O'Connor. - marketing - finance interface ; owned socail media ; earned socail media ; consumer decision journey ; shareholder value - English : , - Although research has examined the social media - shareholder value link, the role of consumer mindset metrics in this relationship remains unexplored. To this end, drawing on the elaboration likelihood model and accessibility/ diagnosticity perspective, the authors hypothesize varying effects and earned social media (OSM and ESM) on brand awareness purchase intent, and customer satisfaction and link these consumer mindset metrics to shareholder value (abnormal returns and idiosyncratic risk). Analyzing daily data of 45 brands in 21 sectors using vector autoregression models, they find that the brand fan following improves all three mindset metrics. ESM engagement volume affects brand awareness and purchase intent but not customer satisfaction, while ESM positive and negative valence have the largest effects on customer satisfaction. OSM increases brand awareness and customer satisfaction but not purchase intent, highlighting a nonlinear effect of OSM. Interestingly, OSM is more likely to increase purchase intent for high involvement utilitarian brands with higher reputation inplying that running a socially responsible business lends more credibility to OSM. Finally, purchase intent and customer satisfaction positively affect shareholder value.