Author
Pauwels, Koen Hendrik, Akşehirli, Zeynep, Lackman, A.
Publication Date
2016-09
Publication Place
-
Elsevier
Subject
Marketing effectiveness, Word-of-mouth, Brand versus advertising content, Observational learning, Social media, Time series analysis
Type
Periodical
Language
English
Digital
Yes
Manuscript
No
Library
Özyeğin University
Library Asset ID
0167-8116
Record ID
d65dfa34-1020-443d-8398-fa3542186f6e
Library Location
Business Administration
Date
2016-09
Notes
Due to copyright restrictions, the access to the full text of this article is only available via subscription
Sample Text
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? This paper quantifies the dynamic interactions among marketing, eWOM content, search, and online and offline store traffic for an apparel retailer. While it yields a similar online store traffic lift, advertising-related eWOM yields only half the offline store traffic lift of brand-related eWOM and of neutral eWOM about purchasing at the retailer. Paid search shows the highest elasticity in stimulating online conversations, but drives less business than offline marketing actions. While TV is the main paid driver of online store traffic, print is the main paid driver of offline store traffic for the studied retailer. Over a third of the offline store traffic effects materialize indirectly through eWOM and organic search. To avoid undercounting the benefits of paid marketing, managers should therefore track how their actions induce specific eWOM content metrics and how much these in turn drive performance.
DOI
10.1016/j.ijresmar.2016.01.005
