题目：Social Media Conversations and Consumer Demand
This paper estimates the impact of social media conversations on consumer valuation of brand characteristics and U.S. demand for carbonated soft drinks (CSDs). We formulate a random coefficient, discrete choice model of consumer demand that includes social media conversations and estimate it matching Nielsen sales data on carbonated soft drinks to social media conversations on Facebook, Twitter and YouTube. Empirical results indicate that consumers’ conversations about brands and nutritional aspects of CSDs have a significant impact on their valuation of brand characteristics and ultimately on their choices of CSDs. These findings have important implications not only for firms using social media as a strategic tool for effective brand promotion and product design but also for public health policies aimed reducing at the consumption of sugary beverages and high calorie foods. I also present further results on the substitution between online and offline (traditional) advertising using data from the CSD, beer and ready-to-eat cereal industries.
主讲人：康涅狄格大学Rigoberto A. Lopez教授，农业与资源经济系 系主任