首页> 外文期刊>Journal of advertising research >Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline Volume, Sentiment, Sharing, and Influence Metrics Yield Scant Online-Offline WOM Correlations
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Why Online Word-of-Mouth Measures Cannot Predict Brand Outcomes Offline Volume, Sentiment, Sharing, and Influence Metrics Yield Scant Online-Offline WOM Correlations

机译:为什么在线口碑测评无法预测品牌结果离线量,情感,共享和影响指标收益在线-离线WOM相关性较差

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摘要

The rise of social media as a marketing channel, and the research that has supported it, has left open questions as to its impact on actual brand performance. The current authors sought to fill the gap of knowledge on the relationship between social media and real-world conversations and outcomes for brands. Building on a decade's worth of research, they used four key metrics volume, sentiment, sharing, and influence to study the potential for correlations between online and offline conversations about brands. There were, in fact, almost no correlations, which suggests the need for marketers to develop separate digital and offline social influence strategies.
机译:社交媒体作为营销渠道的兴起以及支持它的研究,对于其对实际品牌绩效的影响,一直存在悬而未决的问题。当前的作者试图填补关于社交媒体与现实世界中的对话以及品牌结果之间的关系的知识空白。在十年的研究基础上,他们使用四个关键指标量,情感,共享和影响力来研究关于品牌的在线和离线对话之间的相关性。实际上,几乎没有相关性,这表明营销人员需要制定单独的数字和离线社会影响力策略。

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  • 来源
    《Journal of advertising research》 |2017年第2期|132-143|共12页
  • 作者

    Fay Brad; Larkin Rick;

  • 作者单位

    Engagement Labs, Montreal, PQ, Canada;

    Engagement Labs, Analyt, Montreal, PQ, Canada;

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  • 原文格式 PDF
  • 正文语种 eng
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