Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects

Journal of the Academy of Marketing Science

Volumn 45, Issue 2, 2017, Pages 268-288

  Kumar, V ^a   Choi, JeeWon Brianna ^a   Greene, Mallik ^b  

^a GEORGIA STATE UNIVERSITY   (United States)

^b OTSUKA PHARMACEUTICAL DEVELOPMENT AND COMMERCIALIZATION INC   (United States)

Author keywords

Consumer packaged goods; Integrated marketing communications; Marketing effectiveness; Social media; Time varying effect model

Indexed keywords

EID: 84974829856     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-016-0484-7     Document Type: Article

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