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Marketing activity, blogging and sales

Hiroshi Onishi and Puneet Manchanda

International Journal of Research in Marketing, 2012, vol. 29, issue 3, 221-234

Abstract: The recent growth of consumer-generated media (CGM), also known as “new” media, has changed the interaction between consumers and firms from being unidirectional to being bidirectional. However, CGM are almost always accompanied by traditional media (such as TV advertising). This research addresses the critical question of whether new and traditional media reinforce or damage one another's effectiveness. This question is important because traditional media, in which a manufacturer creates and delivers content to consumers, consume a firm's resources. In contrast to these paid media, new media (in which consumers create content and this content is exchanged between other consumers and potentially between manufacturers) are primarily available for free. This question becomes even more salient when new product launches are involved, as firms typically allocate approximately half of their marketing budgets to support new products.

Keywords: Consumer generated media; Blogs; Social media; TV advertising; Response models; Text mining; Japan; Movies; Cellular phone service (search for similar items in EconPapers)
Date: 2012
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