{"id":"W3096207409","doi":"10.2139/ssrn.3596628","title":"A Model of Inbound Marketing: Why Can Brand-Neutral Content Marketing Build Brand Preference?","year":2020,"lang":"en","type":"article","venue":"SSRN Electronic Journal","topic":"Digital Platforms and Economics","field":"Business, Management and Accounting","cited_by":0,"is_retracted":false,"has_abstract":false,"ca_institutions":"McGill University","funders":"","keywords":"Business; Brand equity; Marketing; Brand awareness; Brand management; Advertising; Brand preference; Brand extension; Marketing mix modeling; Return on marketing investment; Marketing management; Digital marketing; Marketing effectiveness","routes":{"ca_aff":true,"ca_fund":false,"ca_venue":false,"about_ca":false,"invisible_to_affiliation_only":false},"retraction":null,"screen":null,"direct_labels":[],"prediction":{"model_version":"metacan-v3-hybrid-931329e0061c","candidate_categories":[],"consensus_categories":[],"category_scores_codex":[0.0007527034,0.0008859658,0.0009427987,0.0008382805,0.001462715,0.005087077,0.001916447,0.004068428,0.03578733],"category_scores_gemma":[0.003411775,0.0004613809,0.0008253508,0.001085916,0.002218731,0.00729748,0.001102306,0.002244192,0.004875746],"about_ca_system_candidate":false,"about_ca_system_consensus":false,"about_ca_system_score_codex":0.002061968,"about_ca_system_score_gemma":0.001046089,"about_ca_topic_candidate":false,"about_ca_topic_consensus":false,"about_ca_topic_score_codex":0.006385388,"about_ca_topic_score_gemma":0.005373496,"domain_scores_codex":[0.9994993,0.000204723,0.00000779023,0.0001100237,0.00006536148,0.0001127217],"domain_scores_gemma":[0.9984701,0.0007965824,0.00010652,0.0001343601,0.0001990434,0.0002934056],"domain_codex":null,"domain_gemma":null,"domain_candidate":null,"domain_consensus":null,"study_design_codex":"theoretical_or_conceptual","study_design_gemma":"theoretical_or_conceptual","study_design_scores_codex":[0.0002948255,0.0003962357,0.002018806,0.0001388506,0.00005219238,0.0002209519,0.0007076885,0.01826064,0.001971703,0.9508807,0.006604411,0.01845301],"study_design_scores_gemma":[0.00009374825,0.0001308078,0.001536203,0.00004019292,0.00005393318,0.0001607348,0.0005097048,0.1126552,0.0004109088,0.87866,0.005708172,0.00004032054],"study_design_candidate":"theoretical_or_conceptual","study_design_consensus":"theoretical_or_conceptual","genre_codex":"other","genre_gemma":"empirical","genre_scores_codex":[0.3304778,0.001365957,0.167825,0.02454237,0.0005123124,0.0001695143,0.0006035686,0.0004259006,0.4740776],"genre_scores_gemma":[0.9535865,0.0004864252,0.00509365,0.0009164443,0.0001414517,0.00006474985,0.00007241217,0.00004695138,0.03959142],"genre_candidate":"empirical","genre_consensus":null,"teacher_disagreement_score":0.03578733,"threshold_uncertainty_score":0.1197206,"prediction_status":"machine_predicted_unvalidated"},"machine_scores":{"provisional":true,"baseline":true,"maturity_gate_passed":false,"score_opus":0.05148709703148717,"score_gpt":0.1965640366024869,"score_spread":0.1450769395709998,"validation_status":"score_only:v0-immature-baseline","note":"Baseline scores from an immature model (maturity gate not passed). Scores rank; they never assert a category."}}