Quantifying the Impact of Earned and Owned Social Media Exposures in a Two-stage Decision Making Model of Brand Purchase

This study investigates the effect of earned and owned social media exposures and their interaction on brand purchase in a two-stage decision model. Using a niche dataset of twelve-month of daily household purchase and Facebook exposure data for a fast-moving consumer goods marketplace, we first estimate the household purchase propensity, controlling for the variation of baseline tendency at household level and differences across brands. Second, we estimate the level of the brand purchase affected by earned and owned Facebook exposures while accounting for situational factors such as on-site promotions. We found that a brand’s volumes of earned and owned social media have positive impacts on increasing the household’s willingness to buy the brand. However, their effects can be substitutive. Second, the volumes of earned and owned social media have almost no effect on the level of households’ on-site brand purchases when we control for on-site promotions and household socio-demographic characteristics

Small Business Marketing Strategies for Physical Therapy Practice Owners

The United States economy depends on small businesses, which represent 99% of all businesses in the United States, yet approximately 50% of small businesses cease operations in the first 5 years. The purpose of this multiple case study was to explore the marketing strategies used by owners of small businesses to develop and maintain their organization through the initial 5 years of business operation. The population included 5 physical therapy business owners in northeastern Florida who had sustained their business for a minimum of 5 years. The conceptual framework for this study was the brand equity model, and data were collected through semistructured interviews, online company marketing materials, and archival company documents. Yin\u27s 5-step analysis guided the data analysis process: (a) collecting data, (b) grouping data into codes (c) grouping data into themes (d) assessing the themes, and (e) developing conclusions. Member checking, transcript review, and triangulation were used to validate the study data. The 5 study themes were brand awareness, relationship marketing, perceived quality, social media and online marketing, and word-of-mouth marketing. The implications of this study for positive social change include the potential for economic growth in the physical therapy practice market, as well as improved patient access to physical therapy services through a greater number of physical therapy practices

A theoretical model of social media monitoring capability : exploring its components and potential impact on organizational competitiveness

This study examined an organizational capability that involves extracting external intelligence from social media platforms to inform business decision-making. The thesis offered several contributions by developing a model of social media monitoring capability, its components and potential impact on organizational competitiveness