Abstract
Although media is previous related to studies brand have value documented has not yet a been positive comprehensively link between explored. traditional We media propose and brand a conceptual performance, model how to address social this research gap, collecting a unique data set that captures information on user and brand actions on three social media platforms (Facebook, Twitter, and YouTube), word-of-mouth, and brand value for 87 brands in 17 industries. We empirically test our model with partial least squares path modeling (PLS-PM). First, we test the direct effects and find that user actions on YouTube and brand actions on Facebook have a positive influence on brand value. Second, we enrich our model by including word-of-mouth as a mediator, finding that the effect of social media goes above and beyond pure word-of-mouth spread. We test for alternative models, by first accounting for sample heterogeneity and second by including brand strength as a control variable, finding that the main model results’ are indeed robust. Our study demonstrates that making use of social media positively relates to brand value, as well as validates a set of objective metrics to measure social media actions, thus advancing knowledge on social media marketing for both academics and practitioners.
| Original language | English |
|---|---|
| Pages (from-to) | 152-168 |
| Number of pages | 17 |
| Journal | Service Science |
| Volume | 8 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - Jun 1 2016 |
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Keywords
- Brand value
- Branding
- Partial least squares (PLS)
- Return on investment
- Social media
ASJC Scopus subject areas
- Business and International Management
- Marketing
- Management Science and Operations Research
- Modelling and Simulation
Cite this
Is investing in social media really worth it? How brand actions and user actions influence brand value. / Colicev, Anatoli; O’Connor, Peter; Vinzi, Vincenzo Esposito.
In: Service Science, Vol. 8, No. 2, 01.06.2016, p. 152-168.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Is investing in social media really worth it? How brand actions and user actions influence brand value
AU - Colicev, Anatoli
AU - O’Connor, Peter
AU - Vinzi, Vincenzo Esposito
PY - 2016/6/1
Y1 - 2016/6/1
N2 - Although media is previous related to studies brand have value documented has not yet a been positive comprehensively link between explored. traditional We media propose and brand a conceptual performance, model how to address social this research gap, collecting a unique data set that captures information on user and brand actions on three social media platforms (Facebook, Twitter, and YouTube), word-of-mouth, and brand value for 87 brands in 17 industries. We empirically test our model with partial least squares path modeling (PLS-PM). First, we test the direct effects and find that user actions on YouTube and brand actions on Facebook have a positive influence on brand value. Second, we enrich our model by including word-of-mouth as a mediator, finding that the effect of social media goes above and beyond pure word-of-mouth spread. We test for alternative models, by first accounting for sample heterogeneity and second by including brand strength as a control variable, finding that the main model results’ are indeed robust. Our study demonstrates that making use of social media positively relates to brand value, as well as validates a set of objective metrics to measure social media actions, thus advancing knowledge on social media marketing for both academics and practitioners.
AB - Although media is previous related to studies brand have value documented has not yet a been positive comprehensively link between explored. traditional We media propose and brand a conceptual performance, model how to address social this research gap, collecting a unique data set that captures information on user and brand actions on three social media platforms (Facebook, Twitter, and YouTube), word-of-mouth, and brand value for 87 brands in 17 industries. We empirically test our model with partial least squares path modeling (PLS-PM). First, we test the direct effects and find that user actions on YouTube and brand actions on Facebook have a positive influence on brand value. Second, we enrich our model by including word-of-mouth as a mediator, finding that the effect of social media goes above and beyond pure word-of-mouth spread. We test for alternative models, by first accounting for sample heterogeneity and second by including brand strength as a control variable, finding that the main model results’ are indeed robust. Our study demonstrates that making use of social media positively relates to brand value, as well as validates a set of objective metrics to measure social media actions, thus advancing knowledge on social media marketing for both academics and practitioners.
KW - Brand value
KW - Branding
KW - Partial least squares (PLS)
KW - Return on investment
KW - Social media
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U2 - 10.1287/serv.2016.0143
DO - 10.1287/serv.2016.0143
M3 - Article
VL - 8
SP - 152
EP - 168
JO - Service Science
JF - Service Science
SN - 2164-3962
IS - 2
ER -