Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date



The social media strategies have changed the landscape of customer-firm associations. Yet, little is understood about the sustained effects of social media, particularly on firm performance. This research examines the extent to which social media plays a key role in the development of branding and marketing strategies that lead to sustained competitive advantage. We use econometric modeling to determine whether a brand’s performance remains stable with the extended implementation of social media marketing and how long the effect of social media is beneficial for a firm. The results yield significant implications for both marketing theory and practice.

The objective is to provide fresh insights into ways by which firms can integrate social media marketing efforts with traditional marketing activities. This study investigates the extent to which social media improves the value of a firm. To achieve this objective, the study uses an autoregressive modeling technique and quantifies the effect of consumers’ social media interaction with the firms, and the eWOM. This study shows how marketers can enhance a firm’s value and leverage it to positively impact a firm’s relationship with its customers.

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Marketing Commons