Wang 2021 Flashcards
1
Q
The long-term effects of FGC on Facebook and traditional media on offline sales have similar patterns in
A
terms of how long they take to reach their peaks (after 3 months).
2
Q
Substitution effect
A
the decrease in sales for a product that can be attributed to consumers switching to cheaper alternatives when its price rises.
3
Q
Substitution effect between firm marketing efforts online (FGC on social media) and offline (traditional media spending)
how 2x
A
Similar information to consumers, not necessarily new information
Lack of coordination / inefficiencies between teams?
4
Q
Synergy effect between … and … on …. but not on ….
A
between FCG and UCG on Twitter but not on Faceboo
