Purpose

Social media (e.g., e-WOM) and traditional media (e.g., media coverage) serve different roles in a firm's marketing activities and also interact with each other, which in turn affect the market outcome. In addition, how market outcome affects the two types of media in turn has not been examined, which brings the need for a holistic framework. The rare study that examines this relation mostly relies on the volume of media rather than the valence. This study examines the interdependent relation between the volume and valence of social media, the volume of traditional media and TV ratings.

Design/methodology/approach

Forty-one South Korean TV drama shows from October 2014 to March 2016 were analyzed using the 3SLS estimation to examine the interdependent relation between the variables.

Findings

First, the volume of traditional media has a negative effect on the volume of social media. Second, ratings negatively affect the valence of social media. Third, the volume of traditional media is found to have a negative effect on ratings. This is explained by the displacement effect.

Originality/value

This study is one of the very few studies that examine the interdependent relation between various earned media and market outcomes in one framework. In addition, it has originality in that it considers the valence of social media, which is an important dimension in analyzing earned media. Our results show negative effects of news media on TV ratings and e-WOM, which diverge from common intuition.

中文翻译：

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赢媒体与电视收视率之间的相互依存关系

目的

社交媒体（例如，e-WOM）和传统媒体（例如，媒体报道）在公司的营销活动中扮演着不同的角色，并且还相互影响，进而影响市场结果。此外，市场结果如何依次影响两种媒体尚未研究，这需要一个整体框架。检查这种关系的罕见研究主要依赖于媒体的数量而不是价。本研究考察了社交媒体的数量和效价、传统媒体的数量和电视收视率之间的相互依存关系。

设计/方法/方法

使用 3SLS 估计分析了 2014 年 10 月至 2016 年 3 月的 41 部韩国电视剧，以检查变量之间的相互依赖关系。

发现

首先，传统媒体的数量对社交媒体的数量有负面影响。其次，评级会对社交媒体的效价产生负面影响。第三，发现传统媒体的数量对收视率有负面影响。这可以通过位移效应来解释。

原创性/价值

这项研究是为数不多的在一个框架中检查各种赢得的媒体与市场结果之间的相互依赖关系的研究之一。此外，它还具有独创性，因为它考虑了社交媒体的效价，这是分析赢媒体的一个重要维度。我们的结果显示了新闻媒体对电视收视率和电子口碑的负面影响，这与通常的直觉不同。