EconPapers    
Economics at your fingertips  
 

Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance

Koen Pauwels, Zeynep Aksehirli and Andrew Lackman

International Journal of Research in Marketing, 2016, vol. 33, issue 3, 639-655

Abstract: Electronic word-of-mouth (eWOM) is often tracked in volume and valence metrics, but the topic of conversation may vary from the brand to its advertising to purchase statements. How do these different topics affect company performance? And which specific marketing communication (online, TV, radio, print) obtains most of its performance impact by stimulating eWOM topics?

Keywords: Marketing effectiveness; Word-of-mouth; Brand versus advertising content; Observational learning; Social media; Time series analysis (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations View citations in EconPapers (2) Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0167811616300064
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:33:y:2016:i:3:p:639-655

Access Statistics for this article

International Journal of Research in Marketing is currently edited by Roland Rust

More articles in International Journal of Research in Marketing from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

 
Page updated 2018-04-28
Handle: RePEc:eee:ijrema:v:33:y:2016:i:3:p:639-655