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.
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Doctor of Philosophy (Ph.D.)
College of Business Administration
Dean's Office, Business Administration
Business Administration; Marketing
Length of Campus-only Access
Doctoral Dissertation (Open Access)
Business Administration -- Dissertations, Academic, Dissertations, Academic -- Business Administration
You, Ya, "Social Media Effectiveness" (2013). Electronic Theses and Dissertations. 3003.