Platforms · Longitudinal time-series analysis of earned-media events and transaction activity, estimating dynamic effects.
The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace
Journal of Marketing Research · 2012
Summary
Both traditional and social earned media affect marketplace activity; social earned media’s greater frequency can make its cumulative effect important despite smaller reach per event.
For your marketing
Possible founder application
Use it as a sales-process or B2B mechanism reference. Validate the relationship in your deal size, buying committee and sales cycle.
Reported result
What the study found
Both traditional and social earned media affect marketplace activity; social earned media’s greater frequency can make its cumulative effect important despite smaller reach per event.
Research question
What the authors investigated
How do traditional versus social earned media affect sales/activity in a marketplace?
Design
Longitudinal time-series analysis of earned-media events and transaction activity, estimating dynamic effects.
Sample and setting
A microlending marketplace; traditional press mentions and social media/blog/community activity linked to lending transactions.
Scope and transfer
Limitations to keep in view
One microlending marketplace and nonrandom earned-media exposure constrain external validity and causal interpretation.
Research sources
SAGE publisher abstract identifies the two earned-media types and sales question; SSRN full text identifies the microlending marketplace and time-series study. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses publisher metadata/abstract and does not claim independent review of unavailable full text.