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The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services
16 references·2 citing·47 second hop
The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services (2022)The role of paid media, earned media, and…The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors (2015)The Effect of Electronic Word…From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior (2015)From Social to Sale: The Effe…Assessing Performance Outcomes in Marketing (2015)Assessing Performance Outcome…Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing (2012)Popularity of Brand Posts on …The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace (2011)The Effects of Traditional an…Positive Effects of Negative Publicity: When Negative Reviews Increase Sales (2010)Positive Effects of Negative …Brands and Branding: Research Findings and Future Priorities (2006)Brands and Branding: Research…An Introduction to Efficiency and Productivity Analysis (2005)An Introduction to Efficiency…Measuring Marketing Productivity: Current Knowledge and Future Directions (2004)Measuring Marketing Productiv…Stochastic Frontier Analysis (2002)Stochastic Frontier AnalysisConsumer Response to Negative Publicity: The Moderating Role of Commitment (2000)Consumer Response to Negative…How Advertising Works: What Do We Really Know? (1999)How Advertising Works: What D…‘Strategic brand management’ (1998)‘Strategic brand management’How Promotions Work (1995)How Promotions WorkThe Effects of Brand Extensions on Market Share and Advertising Efficiency (1992)The Effects of Brand Extensio…Double Jeopardy Revisited (1990)Double Jeopardy RevisitedHow to Retain My Consumers? Investigating Incumbents’ Promotional Strategies Upon New Business Entry in the Online-to-Offline Context (2024)How to Retain My Consumers? I…Digital Marketing Strategy to Increase Sales Conversion on E-commerce Platforms (2023)Digital Marketing Strategy to…Information and Consumer Behavior (1970)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Hedonic Consumption: Emerging Concepts, Methods and Propositions (1982)Customer Value, Satisfaction, Loyalty, and Switching Costs: An Illustration From a Business-to-Business Service Context (2004)Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook (2017)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)The Commitment-Trust Theory of Relationship Marketing (1994)Consumers and Their Brands: Developing Relationship Theory in Consumer Research (1998)Spreading the Word: Investigating Antecedents of Consumers' Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context (2005)Protecting Organization Reputations During a Crisis: The Development and Application of Situational Crisis Communication Theory (2007)Tried and tested: The impact of online hotel reviews on consumer consideration (2008)Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations (1996)Brand Community (2001)The Effect of Word of Mouth on Sales: Online Book Reviews (2006)A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry (2016)Social media in marketing: A review and analysis of the existing literature (2017)Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions (2019)Dimensions of Brand Personality (1997)Customer Experience Creation: Determinants, Dynamics and Management Strategies (2009)Managing Brands in the Social Media Environment (2013)Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior (2016)The Economics of Information (1961)Attitudinal effects of mere exposure. (1968)Social Media and Firm Equity Value (2012)The Effect of Online Consumer Reviews on New Product Sales (2012)Social Media Metrics — A Framework and Guidelines for Managing Social Media (2013)Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis (2006)Elements of strategic social media marketing: A holistic framework (2016)Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement (2019)Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda (2020)Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence (1988)The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration (2003)A Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy (2004)The Debate over Doing Good: Corporate Social Performance, Strategic Marketing Levers, and Firm-Idiosyncratic Risk (2009)The Measurement of Observer Agreement for Categorical Data (1977)Statistical Methods for Meta-Analysis (1988)A Simple Model of Herd Behavior (1992)The effect of characteristics of source credibility on consumer behaviour: A meta-analysis (2019)Customer engagement in social media: a framework and meta-analysis (2020)Mapping the electronic word-of-mouth (eWOM) research: A systematic review and bibliometric analysis (2021)Market-Based Assets and Shareholder Value: A Framework for Analysis (1998)Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating Role of Presence (2002)Status brands: examining the effects of non‐product‐related brand associations on status and conspicuous consumption (2002)Advances in Consumer Research (2025)Estimation and inference in two-stage, semi-parametric models of production processes (2005)Total-factor energy efficiency of regions in China (2005)Data envelopment analysis (DEA) – Thirty years on (2008)
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References

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  • 2012Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing2,059 cited
  • 1999How Advertising Works: What Do We Really Know?1,436 cited
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  • 2002

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Stochastic Frontier Analysis
532 cited
  • 1998‘Strategic brand management’529 cited
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    • 2023Digital Marketing Strategy to Increase Sales Conversion on E-commerce Platforms129 cited
    • 2024How to Retain My Consumers? Investigating Incumbents’ Promotional Strategies Upon New Business Entry in the Online-to-Offline Context8 cited