作者：Xie, Karen; Lee, Young-Jin
作者单位：University of Denver; University of Denver
摘要：This study investigates the effects of exposures to earned and owned social media activities and their interaction on brand purchase in a two-stage decision model (i.e., likelihood to purchase and the amount purchased offline). Our study is instantiated on a unique single-source dataset of 12-month home-scanned brand purchase records of a group of fast-moving consumer good brands and Facebook brand Fan Page messages related to the brands. We first find that exposures to earned and owned social...
