@article{Liu:166114,
      recid = {166114},
      author = {Liu, Yizao and Rui, Huaxia},
      title = {Consumer Attention, Engagement, and Market Shares:  Evidence from the Carbonated Soft Drinks Market},
      address = {2014-04-03},
      number = {327-2016-12701},
      month = {Apr},
      year = {2014},
      abstract = {among consumers and between consumers and brands. Social  media users can now
interact with brands directly through  Facebook and Twitter. These new features make
social media  a very distinctive class of online WOM. In this paper, we  formulate a
random coefficient discrete choice model of  consumer demand to study whether and
how consumer  engagement and attention on the Internet affect the  consumption of
carbonated soft drinks (CSDs). We model  consumer attention and engagement on
social media as  goodwill in order to capture the carry-over effects of  WOM’s impact
on demand and combine two types of product  level data: monthly CSD sales data and
social media data.  Our results suggest that the three types of social media  messages all
have significant and positive effects on CSD  demand. In particular, indirect engagement
on Twitter has  the largest impact on consumer demand, followed by direct  engagement
on Twitter and consumer engagement on Facebook.},
      url = {http://ageconsearch.umn.edu/record/166114},
      doi = {https://doi.org/10.22004/ag.econ.166114},
}