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Effectiveness Of A Brand’S Paid, Owned, And Earned Media In A Social Media Environment, Anan Wan

Theses and Dissertations

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 …