Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/59520

Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer’s Brand Attitude in Social Media

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Title:Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer’s Brand Attitude in Social Media
Authors:Mattke, Jens
Müller, Lea
Maier, Christian
Keywords:Social Media and e-Business Transformation
Collaboration Systems and Technologies
advertising, earned media, brand attitude, owned media, paid media
Date Issued:08 Jan 2019
Abstract:This paper examines how companies can use paid media (referring to sponsored posts), owned media (company posts) and earned media (influencer post) to create a positive brand attitude. Based on the advertising value model, this paper takes a configurational approach and uses fuzzy set qualitative comparative analysis (fsQCA). The analysis reveals a typology of five types of media, which influence consumers’ brand attitude positively. We contribute to research by providing a typology of paid, owned and earned media, which can guide companies to create a positive brand attitude.
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/59520
ISBN:978-0-9981331-2-6
DOI:10.24251/HICSS.2019.098
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Social Media and e-Business Transformation


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