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SRC-ff249334ab5a6e05 · Source record

The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace

Journal of Marketing Research / American Marketing Association · 1 connected claims

Canonical route

https://doi.org/10.1509/jmr.09.0401

Claims connected to this source

  1. MWITA-PCR-2026-009Both traditional and social earned media predicted microlending ‘sales’; a traditional mention had the larger per-event effect, but social earned media had the larger elasticity after its much higher event frequency was incorporated and also preceded traditional coverage.Evidence B

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