The Impact of Social Media on Consumer Demand: The Case of Carbonated Soft Drink Market

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Liu, Yizao; Lopez, Rigoberto A.;
  • Subject: Social Media, Demand, Consumer behavior, Internet, Carbonated soft drinks, Consumer/Household Economics, Demand and Price Analysis, Industrial Organization, D12, M37, L66,

This article estimates the impact of social media exposure on consumer valuation of product characteristics. We apply the Berry, Levinsohn and Pakes (1995) model of market equilibrium to sales data for 18 carbonated soft drink brands sold in 12 cities over 17 months (Ju... View more
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