Discovering synergies and conflicts in online and offline in-store engagement

Syagnik Banerjee (), Fareena Sultan and Charles F. Hofacker
Additional contact information
Syagnik Banerjee: University of Michigan Flint
Fareena Sultan: Northeastern University
Charles F. Hofacker: Florida State University

Journal of Marketing Analytics, 2023, vol. 11, issue 4, No 17, 776 pages

Abstract: Abstract Brands expect that greater physical in-store engagement will reduce visits to competitors. However, if customers are simultaneously engaged virtually, where the visible enthusiasm on social media platforms can also proliferate competitor visits, the combined effect of dual engagement becomes more difficult to predict. Do online and offline indicators of engagement with the same physical space, at the same time, act (i) in synergy or conflict to (ii) improve or diminish a brand’s competitive position? The emergence of simultaneous interactive platforms demands a broader assessment of the impact of multi-channel engagement. The current paper illustrates an observational study integrating six databases drawing from Twitter, Yelp, GPS movement data, Census, US business database from the Restaurant Industry, and Brand Websites to demonstrate how engagement metrics derived from (i) physical movement inside 773 US store locations and (ii) social media activity inside the store interact to affect future customer visits to competitor stores. We find that cannibalization is more likely in Dine-In stores, whereas convergence more likely among Drive-Thru stores. The model presented in this paper can be used to test the validity of engagement measures, supplement primary research to moderate store operations, as well as discover the effectiveness of different store formats.

Keywords: In-store engagement; Social media; Dwell time; Media synergy; Competitor spillovers; Negative binomial regression (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41270-022-00180-9 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:11:y:2023:i:4:d:10.1057_s41270-022-00180-9

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-022-00180-9

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().