Quotation Scholz, Michael, Schnurbus, Joachim, Haupt, Harry, Dorner, Verena, Landherr, Andrea, Probst, Florian. 2018. Dynamic effects of user- and marketer-generated content on consumer purchase behavior: Modeling the hierarchical structure of social media websites. Decision Support Systems (DSS). 113 43-55.


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Abstract

User- and marketer-generated content items on social media platforms are supposed to have an impact on economic target variables, such as variables measuring consumers' purchase behavior. The position of each content item – and thus the impact on economic variables – changes with newly appearing items. We propose a hierarchy score to capture the dynamics of the content items on social media platforms. In order to mimic the reduced visibility of earlier content items, our hierarchy score computes the position of content items based on the number of text line equivalents of content items above a particular item. Employing the proposed hierarchy score in a dynamic regression framework for data of a large online store yields improved estimates and predictions compared to a variety of other models.

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Publication's profile

Status of publication Published
Affiliation External
Type of publication Journal article
Journal Decision Support Systems (DSS)
Citation Index SCI
WU Journalrating 2009 A
WU-Journal-Rating new FIN-A, INF-A, MAR-A, STRAT-B, WH-B
Language English
Title Dynamic effects of user- and marketer-generated content on consumer purchase behavior: Modeling the hierarchical structure of social media websites
Volume 113
Year 2018
Page from 43
Page to 55
Reviewed? Y
DOI https://doi.org/10.1016/j.dss.2018.07.001
Open Access N

Associations

People
Dorner, Verena (Details)
External
Haupt, Harry (University of Passau, Germany)
Landherr, Andrea (University of Augsburg, Germany)
Probst, Florian (University of Augsburg, Germany)
Schnurbus, Joachim (University of Passau, Germany)
Scholz, Michael (University of Passau, Germany)
Organization
Institute for Digital Ecosystems IN (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5367 Management information systems (Details)
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