Advertising: Stimulant or Suppressant of Online Word of Mouth?

Jie Feng and Purushottam Papatla

Journal of Interactive Marketing, 2011, vol. 25, issue 2, 75-84

Abstract: Word of mouth by consumers is attracting increased attention from marketing scholars because of findings that it can affect brand perceptions and sales. There is limited empirical research, however, on the stimulants of consumer word of mouth. An assumption in the literature has been that increased advertising can also stimulate consumer word of mouth and, hence, complement the effects of advertising. We present arguments for why increased advertising may be associated with reductions in online word of mouth. We empirically test this possibility on online word of mouth in the auto industry. Our results suggest that increased advertising can, indeed, be associated with reductions in online consumer word of mouth.

Keywords: Word of mouth; Online WOM; Online consumer reviews; Online ratings; Advertising; Automobiles (search for similar items in EconPapers)
Date: 2011
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S1094996810000733
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:joinma:v:25:y:2011:i:2:p:75-84

DOI: 10.1016/j.intmar.2010.11.002

Access Statistics for this article

Journal of Interactive Marketing is currently edited by B. T. Ratchford

More articles in Journal of Interactive Marketing from Elsevier
Bibliographic data for series maintained by Catherine Liu ().