Effect of media entropy on brand purchase (ML results)
| ML results | Main effect (Model 1) | Media entropy in online/offline channel (Model 2) |
|---|---|---|
| Constant | −3.054** (0.080) | −3.041** (0.080) |
| Media entropy | ||
| Media entropy | 1.872** (0.371) | |
| Media entropy in offline channel | 1.603** (0.516) | |
| Media entropy in online channel | 2.028** (0.467) | |
| Control variables | ||
| Offline earned | 0.340** (0.091) | 0.340** (0.092) |
| Online paid | 0.025 (0.082) | 0.025 (0.082) |
| Online earned | 0.120 (0.092) | 0.117 (0.092) |
| Price | −0.001** (0.000) | −0.001** (0.000) |
| Brand ownership | 0.465** (0.067) | 0.456** (0.067) |
| Number of touchpoints | −0.012** (0.002) | −0.021** (0.002) |
| N | 26,285 | 26,285 |
| Individual fixed effects | YES | YES |
| Brand fixed effects | YES | YES |
| Country fixed effects | YES | YES |
| ML results | Main effect (Model 1) | Media entropy in online/offline channel (Model 2) |
|---|---|---|
| Constant | −3.054** (0.080) | −3.041** (0.080) |
| Media entropy | 1.872** (0.371) | |
| Media entropy in offline channel | 1.603** (0.516) | |
| Media entropy in online channel | 2.028** (0.467) | |
| Offline earned | 0.340** (0.091) | 0.340** (0.092) |
| Online paid | 0.025 (0.082) | 0.025 (0.082) |
| Online earned | 0.120 (0.092) | 0.117 (0.092) |
| Price | −0.001** (0.000) | −0.001** (0.000) |
| Brand ownership | 0.465** (0.067) | 0.456** (0.067) |
| Number of touchpoints | −0.012** (0.002) | −0.021** (0.002) |
| 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 standard errors are reported in the parentheses; **p < 0.01; *p < 0.05; ^p < 0.1
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