Keywords

Social media

Abstract

Over the last decade, the advent of social media such as online product reviews (e.g., Amazon.com),blogs and other social networking sites (e.g., Facebook.com) has dramatically changed the way consumers obtain and exchange information about products. This dissertation investigates the impact of various types of social media on product performance and compares the effectiveness of social and traditional media under various conditions. Specifically, the first chapter performs a meta-analysis of consumer-generated WOM elasticity in social media to identify the factors that influence the impact of WOM on product sales and to assess the generalizability of the relationship. The second chapter examines how social media may influence product performance in different product contexts as compared with traditional media, which assists managers in making better media decisions. Taken together, this dissertation evaluates the progress in this field, and then takes a step further by applying past findings to understand how social media may perform at various stages in the product lifecycle.

Notes

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Graduation Date

2013

Semester

Fall

Advisor

Joshi, Amit

Degree

Doctor of Philosophy (Ph.D.)

College

College of Business Administration

Department

Dean's Office, Business Administration

Degree Program

Business Administration; Marketing

Format

application/pdf

Identifier

CFE0005077

URL

http://purl.fcla.edu/fcla/etd/CFE0005077

Language

English

Release Date

12-15-2018

Length of Campus-only Access

5 years

Access Status

Doctoral Dissertation (Open Access)

Subjects

Business Administration -- Dissertations, Academic, Dissertations, Academic -- Business Administration

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Included in

Marketing Commons

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