Essec\Faculty\Model\Contribution {#2190
  #_index: "academ_contributions"
  #_id: "1421"
  #_source: array:26 [
    "id" => "1421"
    "slug" => "is-investing-in-social-media-really-worth-it-how-brand-actions-and-user-actions-influence-brand-value"
    "yearMonth" => "2016-06"
    "year" => "2016"
    "title" => "Is Investing in Social Media Really Worth It? How Brand Actions and User Actions Influence Brand Value"
    "description" => "COLICEV, A., O'CONNOR, P. et ESPOSITO VINZI, V. (2016). Is Investing in Social Media Really Worth It? How Brand Actions and User Actions Influence Brand Value. <i>Service Science</i>, 8(2), pp. 152-168."
    "authors" => array:3 [
      0 => array:3 [
        "name" => "ESPOSITO VINZI Vincenzo"
        "bid" => "B00067049"
        "slug" => "esposito-vinzi-vincenzo"
      ]
      1 => array:1 [
        "name" => "COLICEV A."
      ]
      2 => array:1 [
        "name" => "O'CONNOR Peter"
      ]
    ]
    "ouvrage" => ""
    "keywords" => array:5 [
      0 => "Social media"
      1 => "Branding"
      2 => "Brand value"
      3 => "Partial least squares (PLS)"
      4 => "Return on investment"
    ]
    "updatedAt" => "2021-02-02 16:16:18"
    "publicationUrl" => "https://pubsonline.informs.org/doi/10.1287/serv.2016.0143"
    "publicationInfo" => array:3 [
      "pages" => "152-168"
      "volume" => "8"
      "number" => "2"
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Although previous studies have documented a positive link between traditional media and brand performance, how social media is related to brand value has not yet been comprehensively explored. We propose a conceptual model to address 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."
      "en" => "Although previous studies have documented a positive link between traditional media and brand performance, how social media is related to brand value has not yet been comprehensively explored. We propose a conceptual model to address 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."
    ]
    "authors_fields" => array:2 [
      "fr" => "Systèmes d’Information, Sciences de la Décision et Statistiques"
      "en" => "Information Systems, Decision Sciences and Statistics"
    ]
    "indexedAt" => "2024-04-16T23:21:46.000Z"
    "docTitle" => "Is Investing in Social Media Really Worth It? How Brand Actions and User Actions Influence Brand Value"
    "docSurtitle" => "Journal articles"
    "authorNames" => "<a href="/cv/esposito-vinzi-vincenzo">ESPOSITO VINZI Vincenzo</a>, COLICEV A., O'CONNOR Peter"
    "docDescription" => "<span class="document-property-authors">ESPOSITO VINZI Vincenzo, COLICEV A., O'CONNOR Peter</span><br><span class="document-property-authors_fields">Information Systems, Decision Sciences and Statistics</span> | <span class="document-property-year">2016</span>"
    "keywordList" => "<a href="#">Social media</a>, <a href="#">Branding</a>, <a href="#">Brand value</a>, <a href="#">Partial least squares (PLS)</a>, <a href="#">Return on investment</a>"
    "docPreview" => "<b>Is Investing in Social Media Really Worth It? How Brand Actions and User Actions Influence Brand Value</b><br><span>2016-06 | Journal articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="https://pubsonline.informs.org/doi/10.1287/serv.2016.0143" target="_blank">Is Investing in Social Media Really Worth It? How Brand Actions and User Actions Influence Brand Value</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 9.301947
  +"parent": null
}