– The authors examine how two types of earned media, traditional and social, affect sales and activity in each other.
– They find that:
1. Both traditional and social earned media affect sales;
2. the per-event sales impact of traditional earned media activity is larger than for social earned media;
3. Because of the greater frequency of social earned media activity, after adjusting for event frequency, social earned media’s sales elasticity is significantly greater than traditional earned media’s;
4. Social earned media appears to play an important role in driving traditional earned media activity.
How can start-ups best utilize market research to reduce their chances of failing in their first four years?
