The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace

  title={The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace},
  author={Andrew T. Stephen and Jeff Galak},
  journal={Journal of Marketing Research},
  pages={624 - 639}
Marketers distinguish three types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The effects of earned media, however, have received limited attention. The authors examine how two types of earned media, traditional (e.g., publicity and press mentions) and social (e.g., blog and online community posts), affect sales and activity in each other. They… 
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