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Can Social Media Marketing Effects Be Sustained?, Manisha Mathur
Can Social Media Marketing Effects Be Sustained?, Manisha Mathur
Association of Marketing Theory and Practice Proceedings 2020
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 …