Original paper
Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer’s Brand Attitude in Social Media
Published: Jan 1, 2019
Abstract
This paper examines how companies can use paid media (referring to sponsored posts), owned media (company posts) and earned media (influencer post) to create a positive brand attitude. Based on the advertising value model, this paper takes a configurational approach and uses fuzzy set qualitative comparative analysis (fsQCA). The analysis reveals a typology of five types of media, which influence consumers’ brand attitude positively. We...
Paper Details
Title
Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer’s Brand Attitude in Social Media
Published Date
Jan 1, 2019
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