The use of offline and online paid media, earned social media, and organic search in explaining supermarket’s performance: a cyclical Echoverse model,Journal of Marketing Theory and Practice

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The use of offline and online paid media, earned social media, and organic search in explaining supermarket’s performance: a cyclical Echoverse model
Journal of Marketing Theory and Practice Pub Date : 2023-11-10 , DOI: 10.1080/10696679.2023.2273560
Vinicius Castilho Vargas ₁ , Valter Afonso Vieira ₂ , Luiz Rodrigo Cunha Moura ₁ , Cid Gonçalves Filho ₁

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Offline paid media (e.g. TV and radio) and online paid media (e.g. Google AdWords and Facebook) are complementary advertising channels that create a cyclical Echoverse effect for the communication ...

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