The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services

Spotts, HE (通讯作者),Western New England Univ, Springfield, MA 01119 USA.
2022-11
Firms deploy an array of marketing communications (marcom) tools to influence sales performance, yet critics lament that such efforts can be incredibly inefficient. This research focuses on the impact of a range of marcom inputs on sales performance. It uses a multi-media data set assembled from four industry sources to examine the joint impact of paid media, earned media, and sales promotion activity. It does so through two Frontier meth-odologies (Stochastic Frontier (SFA) and Data Envelopment Analysis (DEA)) to benchmark sales performance. All firms within a single industry are compared to these sales performance benchmarks to generate a sales perfor-mance gap metric that pinpoints the most effective marcom activities. The results show that paid and earned media positively influence sales performance, however, excessive sales promotion activity has a negative effect. Several scenario analyses provide actionable strategic insights for managers to more efficiently allocate mar-keting communications efforts.
JOURNAL OF BUSINESS RESEARCH
卷号:152|页码:387-397
ISSN:0148-2963|收录类别:SSCI
语种
英语
来源机构
Western New England University; University of Massachusetts System; University of Massachusetts Amherst; University System of Georgia; University of Georgia; Northwestern University
被引频次(WOS)
0
被引频次(其他)
0
180天使用计数
10
2013以来使用计数
10
EISSN
1873-7978
出版年
2022-11
DOI
10.1016/j.jbusres.2022.07.047
WOS学科分类
Business
学科领域
循证经济学
关键词
Paid media Earned media Social media Advertising Marketing Frontier analysis Sales promotion Sales performance IMC Restaurants