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dc.contributor.authorKupfer, A. K.
dc.contributor.authorvor der Holte, N. P.
dc.contributor.authorKubler, Raoul Volker
dc.contributor.authorHennig-Thurau, T.
dc.date.accessioned2018-09-04T07:53:14Z
dc.date.available2018-09-04T07:53:14Z
dc.date.issued2018-05
dc.identifier.issn0022-2429en_US
dc.identifier.urihttp://hdl.handle.net/10679/5935
dc.identifier.urihttps://journals.sagepub.com/doi/10.1509/jm.15.0536
dc.description.abstractManagers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to boost the sales of their composite products. Drawing from power theory, this article develops a conceptual model of the influence of the social media power of partner brands on brand alliance success. The proposed framework details the partner brand’s social media power potential (size and activity of the social media network), social media power exertion (different posting behaviors and comments), and their interaction. The authors test this framework with an extensive data set from the film industry, in which films function as composite products and actors represent partner brands. The data set features 442 movies, including 1,318 actor–movie combinations and weekly social media data (including 41,547 coded Facebook posts). The authors apply a linear mixed-effects model, in which they account for endogeneity concerns. The partner brand’s social media power potential, power exertion, and their interaction can all lead to higher composite product sales. By coding different types of product-related posts, this article provides estimates of their varying monetary value.en_US
dc.language.isoengen_US
dc.publisherAmerican Marketing Associationen_US
dc.relation.ispartofJournal of Marketing
dc.rightsrestrictedAccess
dc.titleThe role of the partner brand’s social media power in brand alliancesen_US
dc.typeArticleen_US
dc.peerreviewedyesen_US
dc.publicationstatusPublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID(ORCID & YÖK ID 192617) Kubler, Raoul
dc.contributor.ozuauthorKubler, Raoul Volker
dc.identifier.volume82en_US
dc.identifier.issue3en_US
dc.identifier.startpage25en_US
dc.identifier.endpage44en_US
dc.identifier.wosWOS:000430041200002
dc.identifier.doi10.1509/jm.15.0536en_US
dc.subject.keywordsSocial mediaen_US
dc.subject.keywordsContent marketingen_US
dc.subject.keywordsInfluencer marketingen_US
dc.subject.keywordsMovie starsen_US
dc.subject.keywordsEntertainment marketingen_US
dc.identifier.scopusSCOPUS:2-s2.0-85045946605
dc.contributor.authorMale1
dc.relation.publicationcategoryArticle - International Refereed Journal - Institution Academic Staff


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