An Analysis of the Effects of Unplanned Media Content on Demand Planning and Product Supply Chains
Open Access
- Author:
- Scaliti, Cara
- Area of Honors:
- Supply Chain and Information Systems
- Degree:
- Bachelor of Science
- Document Type:
- Thesis
- Thesis Supervisors:
- Robert Alexander Novack, Thesis Supervisor
John C Spychalski, Thesis Honors Advisor - Keywords:
- media
social media
media product exposure
forecasting
demand planning
TikTok
news media
entertainment media
media studies
media effects - Abstract:
- Companies across the country consistently work to include planned media exposure of their products, such as paid partnerships and celebrity endorsements, into their forecasting methods. Proper maintenance of inventory levels and forecasting has been seen to increase in necessity, in correspondence to the rise of unplanned media product exposure in recent years. Product exposure seen in news, entertainment, and social media platforms has shown both direct and indirect effects on product demands. Impacted products range in fields from cosmetics to basic essentials and beyond. Methodology of this topic is conducted through convenience sampling of interviews with willing company participants who have experienced the impact of unplanned media product exposure’s effect on product demand. Along with this primary source, secondary sources such as reports and articles are utilized to better understand the impacts unplanned media product exposure has on product demands and forecasting teams. Recommendations regarding how companies should work to integrate the aspect of unplanned media product exposure into current forecasting methods are formed following an analysis of obtained data. Suggestions fall under the categories of opening communication between channels, shifting statistical forecasting models, and shifting inventory. Finding possible solutions to this issue is a time-sensitive matter as media platforms continue to grow in popularity and influence.