The effect of engagement with social media on purchase behaviors

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 Mark Vandenbosch Ivey Business School - University of Western Ontario, Canada

Introduction

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

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