The Effectiveness of Owned Media of Each Product and Service Category
| Model 3 | Coefficient (β) | Sensitivity | Elasticity |
|---|---|---|---|
| Durable home goods | −.025 | 0.484 | 2.07 |
| Automotive | −.016 | 0.493 | 2.03 |
| Beauty and personal care | −.014 | 0.495 | 2.02 |
| Restaurants | −.013 | 0.496 | 2.02 |
| Beverages | −.012 | 0.497 | 2.01 |
| Health care | −.004 | 0.505 | 1.98 |
| Consumer packaged goods | −.002 | 0.507 | 1.97 |
| Apparel retailers (base) | −.491* | 0.509 | 1.96 |
| Financial services | .0007 | 0.510 | 1.96 |
| Consumer electronics | .003 | 0.512 | 1.95 |
| Entertainment | .003 | 0.512 | 1.95 |
| Telecommunication | .011 | 0.520 | 1.92 |
| Travel | .012 | 0.521 | 1.92 |
| Retail | .024 | 0.533 | 1.88 |
| Intercept | .036* | ||
| R2 | .22 | ||
| df | 781 |
Note: *p < .001.