Colicev et al. (2018) - Improving Consumer Mindset Metrics and Shareholder Value Through social media: The Different Roles of Owned and Earned Media

Question 1

What is “ Colicev et al. (2018) - Improving Consumer Mindset Metrics and Shareholder
Value Through social media: The Different Roles of Owned and Earned Media” about?

Answer 1

Although research has examined the social media–shareholder value link, the role of
consumer mindset metrics in this relationship remains unexplored
- Drawing on the elaboration likelihood model and accessibility/ diagnosticity
perspective, the authors hypothesize varying effects of owned and earned social
media (OSM and ESM) on:
o brand awareness
o purchase intent
o customer satisfaction

Question 2

What are the effects of OSM (owned social media)?

Answer 2

• increases brand awareness
• increases customer satisfaction
• does not increase purchase intent unless it’s a high involvement utalitarian brand w/ high repuration

Question 3

What are the manageial implications of “What is “ Colicev et al. (2018) - Improving Consumer Mindset Metrics and Shareholder
“?

Answer 3

• marketers must start formulating social media strategies that are distinct from those deployed in traditional media
• marketers should rely on certain CDJ metrics to demonstrate firm value of OSM & ESM to finance-oriented execs (
• OSM positively influences ESM volume metrics for BFF, ENG, and positive-valence ESM; should also include indirect paths
• OSM affecs the purchase intent of utilitarian products w/ high involvement positively (ie. rational & deliberate purchase behavior, could translate well for B2B)
• OSM has higher effect on consumer mindset when it comes to firms w/ higher reputation (ie. socially responsible business = more credibility)