How Earned Media Drives Consumer Behavior: A Quantitative Analysis
This first-of-its kind research reveals the relationships between various earned media attributes and consumer behavior like brand website visitation and actions. The study findings are based on a statistical analysis of over 100,000 media articles published in 2021 that covered both business-to-consumer and business-to-business brands across a wide range of industries. This whitepaper demonstrates how certain media characteristics, like article relevance and sentiment, are predictive of whether an article will drive consumers to visit or engage with a brand’s website – the “holy grail” of PR measurement.