Marketing ecosystem: The dynamics of twitter, TV advertising, and customer acquisition

Hikaru Yamamoto, Naohiro Matsumura

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

Social media, especially the micro-blogging network Twitter, have gained much popularity among users and have thus attracted attention from firms. Social media can serve as advertising media and platforms of online word-of-mouth, because they enable consumers to share their consumption experiences with others easily. When firms advertise their products and services, they usually do not rely on one single medium. Instead, they combine various media to promote their products and services. Recently, they have started to include social media. The aim of this paper is to capture the dynamic relationships among TV advertising, tweets, offline word-of-mouth, and customer acquisition. We call these dynamics the "marketing ecosystem" and attempt to investigate this model. To achieve this goal, this paper employs a structural equation approach, which allows developing a more complete and accurate picture of the inter-relationships among constructs. We incorporate both the direct effects and the indirect effects of traditional marketing actions such as TV advertising, which in turn increase tweets and new customer acquisition. The results of our analysis show that TV advertising increases buzz on social media and offline word-of-mouth. The results also show that TV advertising, offline-word-of-mouth, and tweets have a strong impact on customer acquisition.

Original languageEnglish
Title of host publicationSocial Mobile Web - Papers from the 2011 ICWSM Workshop, Technical Report
Pages45-52
Number of pages8
Publication statusPublished - 2011 Nov 2
Externally publishedYes
Event2011 International Conference on Weblogs and Social Media, ICWSM Workshop - Barcelona, Catalonia, Spain
Duration: 2011 Jul 212011 Jul 21

Publication series

NameAAAI Workshop - Technical Report
VolumeWS-11-02

Other

Other2011 International Conference on Weblogs and Social Media, ICWSM Workshop
CountrySpain
CityBarcelona, Catalonia
Period11/7/2111/7/21

ASJC Scopus subject areas

  • Engineering(all)

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  • Cite this

    Yamamoto, H., & Matsumura, N. (2011). Marketing ecosystem: The dynamics of twitter, TV advertising, and customer acquisition. In Social Mobile Web - Papers from the 2011 ICWSM Workshop, Technical Report (pp. 45-52). (AAAI Workshop - Technical Report; Vol. WS-11-02).