This study investigates the effects of exposures to earned and owned social media activities and their interaction on brand purchase in a two-stage decision model (i.e., likelihood to purchase and the amount purchased offline). Our study is instantiated on a unique single-source dataset of...

Firms are shifting their social media emphasis from passive listening to active intervention. Despite the proven importance of online word-of-mouth (WOM) on customer satisfaction and engagement as well as firm performance in prior literature, when and how should firms utilize management...