How Earned and Owned Social Media Impact Shareholder Value Through Consumer Mindset Metrics - MSI

Working Paper

How Earned and Owned Social Media Impact Shareholder Value Through Consumer Mindset Metrics

Anatoli Colicev, Ashwin Malshe, Koen Pauwels, and Peter O’Connor

Jul 6, 2016

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How managers can leverage owned social media, new product announcements, and advertising to positively shape conversations on social media and improve customer mindset and firm performance metrics.

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