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.
BibTeX
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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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)