Interdependent relation between earned media and TV ratings

Cited 0 time in webofscience Cited 0 time in scopus
  • Hit : 58
  • Download : 0
Purpose Social media (e.g., e-WOM) and traditional media (e.g., media coverage) serve different roles in a firm's marketing activities and also interact with each other, which in turn affect the market outcome. In addition, how market outcome affects the two types of media in turn has not been examined, which brings the need for a holistic framework. The rare study that examines this relation mostly relies on the volume of media rather than the valence. This study examines the interdependent relation between the volume and valence of social media, the volume of traditional media and TV ratings. Design/methodology/approach Forty-one South Korean TV drama shows from October 2014 to March 2016 were analyzed using the 3SLS estimation to examine the interdependent relation between the variables. Findings First, the volume of traditional media has a negative effect on the volume of social media. Second, ratings negatively affect the valence of social media. Third, the volume of traditional media is found to have a negative effect on ratings. This is explained by the displacement effect. Originality/value This study is one of the very few studies that examine the interdependent relation between various earned media and market outcomes in one framework. In addition, it has originality in that it considers the valence of social media, which is an important dimension in analyzing earned media. Our results show negative effects of news media on TV ratings and e-WOM, which diverge from common intuition.
Publisher
EMERALD GROUP PUBLISHING LTD
Issue Date
2022-01
Language
English
Article Type
Article
Citation

ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS, v.34, no.1, pp.132 - 158

ISSN
1355-5855
DOI
10.1108/APJML-05-2020-0377
URI
http://hdl.handle.net/10203/291763
Appears in Collection
MG-Journal Papers(저널논문)
Files in This Item
There are no files associated with this item.

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0