@article {Jayson77, author = {Rob Jayson and Martin P. Block and Yingying Chen}, title = {How Synergy Effects of Paid and Digital Owned Media Influence Brand Sales}, volume = {58}, number = {1}, pages = {77--89}, year = {2018}, doi = {10.2501/JAR-2018-011}, publisher = {Journal of Advertising Research}, abstract = {Research is ongoing about how investment in paid media and digital owned media drives changes in brand sales. The advertising-intensive curve (Jones, 1990) suggests that paid-media investment is correlated to brands{\textquoteright} market position in the repeat-purchase packaged-product category. Building on that framework, the authors analyzed 838 brands in 14 product and service categories for share of spend in paid media and share of digital owned media{\textemdash}unique visitor traffic and traffic to social media{\textemdash}taking into account their relationship with share of sales. Investment in digital owned media was correlated to brands{\textquoteright} long-term sales growth rates and to the balance between paid-media and owned-media investment.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/58/1/77}, eprint = {https://www.journalofadvertisingresearch.com/content/58/1/77.full.pdf}, journal = {Journal of Advertising Research} }