This paper investigates whether the contribution of user generated content (UGC) in social media competitions affects consumer purchase behaviour, and then attempts to calculate the return on investment.
The effect of engagement with social media on purchase behaviors
Edward MalthouseSu Jung Kim and Bobby Calder
Northwestern University, USA
Ivey Business School - University of Western Ontario, Canada
The Internet and social media are enabling many new forms of advertising. The first decade or so of Internet advertising— largely consisting of display banner ads and email blasts—followed the approach of traditional print, broadcast, sal