Author(s): Priyanka Sharma, Amit Kumar, Shailesh Singh Thakur and Parul Sharda
The study focuses on investigating the best media combination using POEM framework to build a positive brand attitude of consumers. These media types include paid media (such as advertisements or sponsored posts), owned media (content created and shared by the company on its platforms like websites and social media), and earned media (content generated by external sources, such as influencers or customers, who discuss the brand). The study aims to comprehend that how these three media work together and influence consumer perceptions towards the brand. The research is based on the POEM model, which helps to assess the effectiveness of different types of media combination in shaping consumer attitudes. It takes a configurational approach, meaning it does not look at each media type separately but instead analyzes how different combinations of media contribute to brand perception. The study applies “fuzzy set qualitative comparative analysis (fsQCA)” a method used to recognize trends and circumstances that result in positive brand attitudes and SEM model to understand the structural relationship of each media combination with the formation of brand attitude. Using ‘stratified sampling technique’ 189 responses have been gathered. Findings extracts three media combination with goal and key elements- PMOM (Goal- Promotion of Brand Intent) key element ‘informativeness’, OMEM (Goal- Show Brand Association) key element ‘brand sophistication’ and EMPM (Goal- Motivate Consumer Sponsored Communication) key element ‘create brand community’.