Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer’s Brand Attitude in Social Media

This paper examines how companies can use paid media (referring to sponsored posts), owned media (company posts) and earned media (influencer post) to create a positive brand attitude. Based on the advertising value model, this paper takes a configurational approach and uses fuzzy set qualitative comparative analysis (fsQCA). The analysis reveals a typology of five types of media, which influence consumers’ brand attitude positively. We contribute to research by providing a typology of paid, owned and earned media, which can guide companies to create a positive brand attitude.