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Effectiveness of a Brand’s Paid, Own...

University of South Carolina.

Effectiveness of a Brand’s Paid, Owned, and Earned Media in a Social Media Environment.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Effectiveness of a Brand’s Paid, Owned, and Earned Media in a Social Media Environment.
Author:	Wan, Anan.
Published:	Ann Arbor : ProQuest Dissertations & Theses, 2019
Description:	77 p.
Notes:	Source: Dissertations Abstracts International, Volume: 81-03, Section: A.
Notes:	Advisor: Pardun, Carol J.
Contained By:	Dissertations Abstracts International81-03A.
Subject:	Mass communications.
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=13858546
ISBN:	9781085614719

Effectiveness of a Brand’s Paid, Owned, and Earned Media in a Social Media Environment.
Wan, Anan.

Effectiveness of a Brand’s Paid, Owned, and Earned Media in a Social Media Environment. - Ann Arbor : ProQuest Dissertations & Theses, 2019 - 77 p.

Source: Dissertations Abstracts International, Volume: 81-03, Section: A.

Thesis (Ph.D.)--University of South Carolina, 2019.

This item must not be sold to any third party vendors.

This dissertation explored how a brand’s paid, owned, and earned media (POEM) influence and engage its audience in the social media environment where consumer engagement is stressed. This dissertation used an online experiment (N = 250) to explore the effectiveness of applying earned media within an advertising context, The findings indicated that positive earned media was more effective on people’s consumer engagement intention and download intention than paid media, but it did not work on perceived credibility of the post or product attitude. Positive earned media was found to be less credible than owned media. Among all the five types of media content, owned plus positive earned media was proven to be the most effective one on perceived credibility of the post, consumer engagement intention, brand attitude, and purchase/download intention. Positive earned media was found to be less credible than owned media. Among all the five types, owned plus positive earned media was proven to be the most effective one on perceived credibility of the post, consumer engagement intention, brand attitude, and purchase/download intention. This relationship was not affected by their dispositional persuasion knowledge but was influenced by conceptual persuasion knowledge and perceived deceptiveness of the post. Both theoretical and practical implications to the fields of social media and advertising were discussed.

ISBN: 9781085614719Subjects--Topical Terms:

857424
Mass communications.

Effectiveness of a Brand’s Paid, Owned, and Earned Media in a Social Media Environment.
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