Media coverage and car manufacturers' sales

Dewenter, Ralf; Heimeshoff, Ulrich; Thomas, Tobias

Media coverage and car manufacturers' sales

Publication date

2016

Document type

Working paper

Author

Dewenter, Ralf

Heimeshoff, Ulrich

Thomas, Tobias

Organisational unit

VWL, insb. Industrieökonomik

URL

http://hdl.handle.net/10419/129667

http://www.dice.hhu.de/fileadmin/redaktion/Fakultaeten/Wirtschaftswissenschaftliche_Fakultaet/DICE/Discussion_Paper/215_Dewenter_Heimeshoff_Thomas.pdf

URI

https://openhsu.ub.hsu-hh.de/handle/10.24405/9370

Publisher

düsseldorf university press

Series or journal

DICE discussion paper

Periodical issue

215

ISBN

978-3-86304-214-1

Part of the university bibliography

✅

Language

English

Abstract

A wide range of media provide information on many products based on reviews or expert opinions. The effects of such information on product sales is analyzed in a small but growing literature in economics and marketing science. However, there is much more coverage on companies and products in the media than product reviews and expert opinions. Based on a unique dataset, we test whether coverage of car manufacturers in opinion leading media have significant impact on registrations of new cars in Germany. We find that positive (or at least neutral) media coverage has statistically significant effect on the number of new cars sold by several leading manufacturers on the German car market.

Version

Not applicable (or unknown)

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