简介：Thisresearchexaminesthemicro-levelcorrelationbetweentraditionalmarketingactions(TVadsandpublicrelations)andpre-releaseconsumers’sociallearningaboutvideogameconsoles(WiiandPS3,launchedin2006).Weevaluateconsumers’learningprocessesviatheperusalofinformationinonlinecommunitiesusing“pageview”dataformultiplewebsitesfromaclickstreampanelasindicators.WeproposeabivariateBayesianlearningmodelcombinedwithcomplementarypurchasechoices.Theproposedmodelenablessimplerestimationofparametersandallowstoaccommodatedetailedinformationaboutinteractionsbetweensocialandpersonallearningprocesses.Fromtheresults,wefindempiricalevidencethatcompanies’traditionalmarketingactionshaveagreaterimpactonsociallearningthanonregularpersonallearningduringthepre-launchperiod.Whenconsumersmakepurchasedecisions,theirsocialbeliefsaboutproductqualityareweighedatleastthreetimesmoreheavilythantheirpersonalbeliefs.Counterfactualsimulationssuggestthatbyoptimizingmarketingactions,firmscanstimulateconsumers’learningandpromoteincreasedproductengagement.