Working Papers

Beyond Likes and Tweets: Marketing, Social Media Content, and Store Performance

Koen Pauwels, E. Craig Stacey, and Andrew Lackman

Dec 31, 2013

Analyzes the short-term and long-term effects of social media word-of-mouth conversation content on physical store and online store traffic for a major clothing retailer, using vector autoregression (VAR) model.

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