Media usage patterns of social media users

Vijay Viswanathan, Don E Schultz and Martin Block

Applied Marketing Analytics: The Peer-Reviewed Journal, 2015, vol. 1, issue 3, 252-266

Abstract: With growing use of multiple media, firms have to understand the combination of media used by their target segments. This study examines the use of multiple media by two important target segments — individuals who use social media to seek product information, and those who use social media to share product information. The theoretical framework is based on the premise that understanding individuals’ motivations for searching or sharing information can help explain the combination of media they consume. A multiple discrete-continuous extreme value (MDCEV) model that allows use of multiple media is used for the estimation. The study reveals interesting differences in the combination of media consumed by these groups of individuals. Individuals who regularly seek product information spend more time on the internet and less time on television and radio during primetime. Individuals who share product information using social media, however, spend more time on television and internet. The results have important implications for firms’ media plans and communication strategies.

Keywords: multiple media; social media; multiple discrete-continuous; cross-platform (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2015:v:1:i:3:p:252-266

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