دانلود رایگان مقاله انگلیسی اثرات هم افزایی رسانه های اجتماعی و بازاریابی سنتی بر روی فروش برند - اشپرینگر 2016

Abstract

As social media gains more importance, managers are challenged to quantify its return on sales. The academic understanding in the effectiveness of social media is limited, and in fact the synergistic effects between social media and traditional marketing efforts have rarely been investigated. Despite the dynamics in marketing effectiveness on sales, the time-varying effectiveness of social media has never been studied either. In this study, we capture the time-varying effects of social media and the timevarying synergistic effects of social media and traditional marketing with a time-varying effect model (TVEM) approach. The empirical analyses of a large U.S. ice-cream brand sales reveal that a) the effectiveness of social media and traditional marketing vary over time, b) the synergistic effects vary over time for social media with product sampling and with in-store promotions, c) the proposed TVEM approach has a higher predictive accuracy than the benchmark models, and d) the proposed TVEM approach saves marketing costs by $0.4 million per year, compared to the time-invariant benchmark model. Overall, this study enables managers to not only better understand the synergistic effects of social media marketing and traditional marketing, but also the timevarying effectiveness of their marketing efforts with TVEM approach for better resource allocation.

Conclusion and future directions

In summary, to the best of our knowledge, this is the first study that demonstrates the time-varying effects of the new media (i.e., social media), traditional media, and the time-varying synergistic effects of both using the TVEM approach. The TVEM approach can not only easily be estimated with standard statistical packages but also uncover the true underlying relationship between the marketing actions and brand performance. We hope this research encourages both the managers and the researchers to apply TVEM in their business and research scenarios to better understand and capture the timevarying effectiveness of marketing investments.

Although our study contributes to the marketing literature and practice, it has a few limitations. While we use a unique comprehensive data set with social media impression values and sales data at the weekly level, we are limited to using only one source of social media platform. Future research can explore the impact of social media impressions on brand performance for different platforms such as Instagram and Twitter. Although it is difficult to obtain weekly level competitor marketing information, as well as information about other external factors, future research can capture the time-varying marketing, effects after accounting for competitors’ activities. Another opportunity for future research lies in understanding the time-varying effectiveness of mobile marketing.