How Do Consumer Buzz and Traffic in Social Media Marketing Predict the Value of the Firm?

@article{Luo2013HowDC,
  title={How Do Consumer Buzz and Traffic in Social Media Marketing Predict the Value of the Firm?},
  author={Xueming Luo and Jie Jennifer Zhang},
  journal={J. of Management Information Systems},
  year={2013},
  volume={30},
  pages={213-238}
}
Consumer buzz in the form of user-generated reviews, recommendations and blogs signals consumer attitude and advocacy can influence firm value. Web traffic also affects brand awareness and customer acquisition, and is a predictor of the performance of a firm’s stock in the market. The information systems (IS) and accounting literature have treated buzz and traffic separately in studying their relationships with firm performance. We consider the interactions between buzz and traffic, as well as… CONTINUE READING
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