Table 2 Effect of media entropy on brand... | Emerald Publishing

Table 2

Effect of media entropy on brand purchase

Latent IV results	Main effect (Model1)	Media entropy in online/offline channel (Model 2)
Constant	−2.340^ [–4.694, 0.068]	−2.324^ [–4.692, 0.086]
Media entropy	0.367* [0.362, 0.372]
Media entropy in offline channel		0.089* [0.087, 0.092]
Media entropy in online channel		0.585* [0.578, 0.591]
Control variables
Offline earned	0.086* [0.084, 0.084]	0.087* [0.085, 0.085]
Online paid	0.007* [0.005, 0.009]	0.006* [0.005, 0.008]
Online earned	0.024* [0.022, 0.025]	0.023* [0.021, 0.025]
Price	−0.0001** [–0.0001, −0.0001]	−0.0001** [–0.0001, −0.0001]
Brand ownership	0.095* [0.093, 0.097]	0.096* [0.094, 0.097]
Number of touchpoints	−0.001** [–0.001, −0.001]	−0.001** [–0.001, −0.001]
N	26,285	26,285
Individual fixed effects	YES	YES
Brand fixed effects	YES	YES
Country fixed effects	YES	YES

Latent IV results	Main effect (Model1)	Media entropy in online/offline channel (Model 2)
Constant	−2.340^ [–4.694, 0.068]	−2.324^ [–4.692, 0.086]
Media entropy	0.367* [0.362, 0.372]
Media entropy in offline channel		0.089* [0.087, 0.092]
Media entropy in online channel		0.585* [0.578, 0.591]
Control variables
Offline earned	0.086* [0.084, 0.084]	0.087* [0.085, 0.085]
Online paid	0.007* [0.005, 0.009]	0.006* [0.005, 0.008]
Online earned	0.024* [0.022, 0.025]	0.023* [0.021, 0.025]
Price	−0.0001** [–0.0001, −0.0001]	−0.0001** [–0.0001, −0.0001]
Brand ownership	0.095* [0.093, 0.097]	0.096* [0.094, 0.097]
Number of touchpoints	−0.001** [–0.001, −0.001]	−0.001** [–0.001, −0.001]
N	26,285	26,285
Individual fixed effects	YES	YES
Brand fixed effects	YES	YES
Country fixed effects	YES	YES

Note(s): The baseline condition is offline paid. The 95% Bayesian credible intervals are reported in brackets, **p < 0.01; *p < 0.05; ^p < 0.1