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DOES IT MATTER WHAT PEOPLE SAY ABOUT YOU: THE IMPACT OF THE
CONTENT OF BUZZ ON FIRM PERFORMANCE
by
Seema Pai
A Dissertation Presented to the
FACULTY OF THE GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
DOCTOR OF PHILOSOPHY
(BUSINESS ADMINISTRATION)
August 2008
Copyright 2008 Seema Pai
Object Description
| Title | Does it matter what people say about you: the impact of the content of buzz on firm performance |
| Author | Pai, Seema |
| Author email | seema.pai@gmail.com; seemapai@bu.edu |
| Degree | Doctor of Philosophy |
| Document type | Dissertation |
| Degree program | Business Administration |
| School | Marshall School of Business |
| Date defended/completed | 2008-05-05 |
| Date submitted | 2008 |
| Restricted until | Unrestricted |
| Date published | 2008-08-07 |
| Advisor (committee chair) | Siddarth, Sivaramakrishnan |
| Advisor (committee member) |
Tellis, Gerard Mizik, Natalie Dutta, Shantanu Moon, Roger Hyungsik |
| Abstract | Word-of-Mouth (WoM) has been recognized as one of the most influential sources of information transmission. Recent advances in information technology have profoundly changed the way in which WoM is transmitted leading to resurgence in interest in this topic among practitioners and academics.; A major challenge facing researchers in the area of online WoM is to find a feasible way to measure the content of buzz. In my first essay, I introduce a novel approach to analyzing the content of buzz using a combination of human-coding, dictionary-development and computerized sentiment mining. I explore the relationship between box-office revenues and WoM measures for nearly 200 movies using a Vector Autoregression (VAR) model.; Several interesting findings emerge from the empirical analysis. First, the results show that the content of buzz has a significant impact on revenues. Second, the negative effects of bad buzz are greater than the positive effects of favorable buzz. Third, the elasticity of the content measures is comparable to that of advertising. This research also shows that managers may be able to incorporate the content of pre-release buzz to improve opening weekend box-office forecasts.; Firms use various elements of the communications including advertising, promotion, personal selling, and public relations (PR) to drive various critical performance metrics including corporate reputation. While a majority of the marketing literature focuses on the first three of these elements, there has been little to no research on the impact of PR. In my second essay, I use a structural VAR model to examine the relation among and the dynamic impact of the three key drivers of corporate reputation: independent mass media, advertising, and PR.; My Corporate Esteem metric comes from Young & Rubicam's Brand Asset Valuator model. Data on advertising comes from the TNS AdSpender database. Data on mass media coverage and PR come from LexisNexis and Factiva.; Model estimation yields several interesting findings. First, both the valence and the prominence of the content of media articles are found to be important determinants of reputation, with negative coverage having a greater and longer-lasting impact than positive media coverage. Second, PR is found to have a significant impact on corporate reputation and its elasticity is greater than that of advertising and of independent media-reports. Finally, I find evidence that advertising and public relations tend to be used as complementary communication tools. |
| Keyword | motion picture industry; buzz marketing; word of mouth; forecasting; time series analysis; corporate reputation; mass media; public relations |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m1556 |
| Rights | Pai, Seema |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Pai-2312 |
| Archival file | uscthesesreloadpub_Volume29/etd-Pai-2312.pdf |
Description
| Title | Page 1 |
| Full text | DOES IT MATTER WHAT PEOPLE SAY ABOUT YOU: THE IMPACT OF THE CONTENT OF BUZZ ON FIRM PERFORMANCE by Seema Pai A Dissertation Presented to the FACULTY OF THE GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree DOCTOR OF PHILOSOPHY (BUSINESS ADMINISTRATION) August 2008 Copyright 2008 Seema Pai |
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