Media Coverage and Car Manufacturers' Sales

Ralf Dewenter, Ulrich Heimeshoff () and Tobias Thomas
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Ulrich Heimeshoff: Heinrich-Heine-University of Duesseldorf

Economics Bulletin, 2016, vol. 36, issue 2, 976-982

Abstract: A wide range of media-provided information on many products is based on reviews or expert opinions. The effects of such information on product sales is analyzed in a small but growing literature in economics and marketing science. However, there is much more general coverage on companies and products in the media than product reviews and ex-pert opinions. Based on a unique dataset, we test whether coverage of car manufacturers in leading media outlets has significant impact on new car registrations in Germany. We find that positive media coverage has a statistically significant effect on the number of new cars sold by several leading manufacturers on the German car market.

Keywords: media coverage; consumer behavior; car registrations (search for similar items in EconPapers)
JEL-codes: D1 L6 (search for similar items in EconPapers)
Date: 2016-06-11
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Citations: View citations in EconPapers (20)

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