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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
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Handle: RePEc:eee:ijrema:v:33:y:2016:i:3:p:639-655