The impact of social media conversations on consumer brand choices
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- 作者：Yizao Liu ; Rigoberto A. Lopez
- 关键词：Social media ; Word ; of ; mouth ; Demand ; Consumer behavior ; Internet ; Carbonated soft drinks ; D12 ; M37 ; L66
- 刊名：Marketing Letters
- 出版年：2016
- 出版时间：March 2016
- 年：2016
- 卷：27
- 期：1
- 页码：1-13
- 全文大小：286 KB
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Rigoberto A. Lopez (2)
1. Department of Agricultural and Resource Economics, University of Connecticut, Storrs, CT, 06269, USA
2. Department of Agricultural and Resource Economics, Director of the Zwick Center for Food and Resource Policy, University of Connecticut, Storrs, CT, 06269, USA - 刊物类别：Business and Economics
- 刊物主题：Economics
Marketing - 出版者：Springer Netherlands
- ISSN：1573-059X
文摘
This paper estimates the impact of social media conversations on consumer valuation of brand characteristics and demand for carbonated soft drinks (CSDs). We formulate a random coefficient, discrete choice model of consumer demand that includes social media conversations, and estimate it matching Nielsen sales data on carbonated soft drinks to social media conversations on Facebook, Twitter, and YouTube. Empirical results indicate that consumers’ conversations about brands and nutritional aspects of CSDs have a significant impact on their valuation of brand characteristics and ultimately on their choices of CSDs. These findings have important implications not only for firms using social media as a strategic tool for effective brand promotion and product design but also for public health policies aimed at reducing the consumption of sugary beverages and high-calorie foods. Keywords Social media Word-of-mouth Demand Consumer behavior Internet Carbonated soft drinks