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

Hikaru Yamamoto, Naohiro Matsumura

研究成果: Conference contribution

1 被引用数 (Scopus)

抄録

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.

本文言語English
ホスト出版物のタイトルSocial Mobile Web - Papers from the 2011 ICWSM Workshop, Technical Report
ページ45-52
ページ数8
出版ステータスPublished - 2011 11 2
外部発表はい
イベント2011 International Conference on Weblogs and Social Media, ICWSM Workshop - Barcelona, Catalonia, Spain
継続期間: 2011 7 212011 7 21

出版物シリーズ

名前AAAI Workshop - Technical Report
WS-11-02

Other

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

ASJC Scopus subject areas

  • 工学(全般)

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