Title Page
Abstract
Contents
Chapter 1. Introduction 6
Chapter 2. Literature Review 7
2.1. Influencer Marketing 7
2.2. Online Advertising 9
2.3. eWOM Volume 9
Chapter 3. Conceptual Framework 10
Chapter 4. Model 11
4.1. Data Description 11
4.2. Model Description 12
Chapter 5. Results 14
5.1. Sales Model 14
5.2. eWOM Model 15
5.3. Adstock Variables 16
5.4. Total Elasticities and ROI 17
Chapter 6. Discussion 20
6.1. Implications 20
6.2. Limitations 21
References 23
Appendix: Calculating ROI 26