Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer’s Brand Attitude in Social Media
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2019-01-08
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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.
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Social Media and e-Business Transformation, Collaboration Systems and Technologies, advertising, earned media, brand attitude, owned media, paid media
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10 pages
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Proceedings of the 52nd Hawaii International Conference on System Sciences
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Attribution-NonCommercial-NoDerivatives 4.0 International
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