Essec\Faculty\Model\Contribution {#2233
#_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, Data Analytics et Opérations"
"en" => "Information Systems, Data Analytics and Operations"
]
"indexedAt" => "2024-12-24T02:21:55.000Z"
"docTitle" => "Is Investing in Social Media Really Worth It? How Brand Actions and User Actions Influence Brand Value"
"docSurtitle" => "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">Systèmes d'Information, Data Analytics et Opérations</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 | 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: "fr"
+"_type": "_doc"
+"_score": 8.802312
+"parent": null
}